Marketing Analytics: Attribution Is Not Incrementality
Occam's Razor
JULY 5, 2021
Attribution is simply the science (sometimes, wrongly, art) of distributing credit for Conversions. Correction: It is almost always true that a very, very , large percentage of the Conversions driven by your Paid Media efforts are not incremental. That of course suits the agenda of your Paid Media Marketers just fine.
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