I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age. In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling and striving to find marketing ROI.
So let me ask you as a marketer - if your VP of sales asks you to grow the pipeline by 25% (say from....