The report discusses the challenges of modern-day attribution and how to overcome them. The practice of attribution has been around for several decades, but only gained popularity with the rise of digital marketing. Marketing mix models were used to measure the effectiveness of advertising in the offline world, but with the emergence of digital media, alternatives such as fractional attribution were needed to understand the performance of digital advertising. Modern marketers have benefited from attribution efforts by improving marketing and advertising effectiveness, increasing accountability, and gaining a better understanding of the interplay of different forms of media. The benefits of attribution include better budget allocation across channels and improved decision-making.
