Attribution – Yup. A word that has been around, in marketing terms, we’ll say conservatively for a bit over a decade. I think I may have become jaded by this topic (surprise, surprise), as I feel it has (d)evolved over the years to become a defensive tactic rather than a strategic toolset.
But there is hope. Forget ‘out of the box’ and ‘in-tool’ reporting options that are filled with bias. It is high time for data science.