Ever since John Wannamaker's immortal quote that '"half my advertising isn't working, I just don't know which half", advertisers have been on a mission to find out what works.  Over the last century and a half, the single biggest obstacle to accurately answering this question has been Attribution. Many variables contribute to a success, but how do I know which ones contributed the most, and which contributed little to nothing to the result?   Attribution modeling isn't easy, and only someone who isn't concerned about the outcome would suggest that it is. This Whitepaper takes a look at several reasons why Attribution fails and outlines how marketers can avoid the trap by implementing strategic checks and balances. ...Read More