Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modelling structure that approximates reality with relatively minor gaps.

Don’t bother. Just trust your gut.

• Non-attributable sources of marketing are lower in competition and more powerful in impact.
• Channels with "provable" ROI are almost always claiming credit for channels whose attribution can't be shown.
• Marketers who flip the script and shut down “provable” channels often see ...