Attribution is Not the Answer to All Your Marketing Problems

Attribution is one of the hottest buzzwords in marketing today, but it continues to be surrounded by misconceptions. In this "All in Perspective" video, Sid Shah, Director of Business Analytics at Adobe, explains how to best use attribution to drive campaign success. He tackles this from the perspectives of a CMO, marketing manager, and marketing analyst.
1— For the CMO, Sid explains why you should treat attribution differently from allocation.
2— For the marketing manager, Sid explains why you should avoid making drastic decisions based on what the attribution is saying.
3— For the marketing analyst, Sid suggests trying different attribution models until you find one that works best for you.

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