Demystifying the concept of ‘attribution’ in digital marketing

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing.

In basketball, there is a much-coveted achievement called the “triple-double,” which is achieved when a player racks up 10 or more of three of the five critical aspects of the game (points, assists, rebounds, blocks and steals). In the game, points can come from scoring, but also from assists. In other words, you can get this coveted title for helping other people score.

The concept of “attribution” in business is very similar to giving credit to a player for assisting another player in achieving an objective. It would be unfair to only recognize a player in terms of the number of baskets scored without acknowledging who helped make the…

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