Attribution is investigation, not destination

The advice is that there's no single source of truth. Anyone who claims that they are a single source of truth, whether it's an individual, a model that they've created, or a tool that they've created, is not being accurate. The approach that works to attribution is that it's an ongoing investigation and it never stops.

Click based attribution or the digital attribution were all fawning over cookie based and click based... it never demonstrated a causal relationship between our media spend and business results. It was only good for correlative insights. And the only way to determine causality is through real controlled experiments.

If other things work, it is highly likely that paid acquisition will work. The issue for most companies is in this incorrect assumption that the data that is provided through paid channels allows you to have full end-to-end understanding of attribution. Which is wrong, it's never been that way.

I'm paying a lot of attention to how marketers make decisions with probabilistic data because most of the work that I'm doing now is actually saying, well, given that we don't have determinist data about a certain audience or where somebody came from, how can I find other information that will create a model for 30% of the population and we can use that to extrapolate to a hundred.