Marketing Analytics: Attribution Is Not Incrementality
Occam's Razor
JULY 5, 2021
There is a sharper focus on Revenue/Profit. Attribution is simply the science (sometimes, wrongly, art) of distributing credit for Conversions. Bing gets all the credit for that conversion in your Analytics reports. One of the business side effects of the pandemic is that it has put a very sharp light on Marketing budgets.
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