What's New in Attribution

By Jason Chung, Yuanying Huang and Maya Kramer

Attribution identifies and measures the influence that consumer actions, marketing channels,
strategies and tactics have on business outcomes, which can offer extremely valuable insights,
inform your future marketing activities and help you meet the goals. It is at the heart of putting all
marketing tactics in the same playing field to get a true view of performance and offer
opportunities to improve advertising ROI. In this Viewpoint, we will focus on three key trends in attribution: cross-device, social media and integration of top-down and bottom-up attribution analysis.

Attribution April 2017 Viewpoint

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