Attribution, that is, a method of assigning credit to a particular outcome influenced by marketing exposures and touchpoints, remains a stumbling block for most marketers.
And for those looking to take advantage of more holistic forms of attribution that can simultaneously account for marketing and nonmarketing touchpoints, adoption is nearly unattainable.
"Attribution is something everyone knows they need to have, but they don’t understand it,” said Jeff Greenfield, COO and co-founder of attribution data cloud C3 Metrics.
"And every company that is involved in the ad tech space has now co-opted the word. It creates a significant amount of confusion in the marketplace, and it creates a lot of upset people who are dissatisfied overall with measurement and where it’s at."