The attribution conundrum and how things are measuring up for 2022
Insighten director Gagan Batra looks at the current state and future goals of digital marketing.
Attribution models have had a bad rap in recent times and it’s true that various models, especially from cross-platform activity, have their challenges. But attribution is key for marketers to determine ROI in 2022.
Traditionally, marketers have only been able to access rearward facing media attribution models to understand the effectiveness of their campaigns. These were not in real-time, had limited scope and ability to influence marketing budgets, and decisions were often disregarded by the business. As such, marketers’ ability to justify and measure the ROI of their media budget was, shall we say, restricted.
As media channels and technology has evolved, marketers started to develop an algorithmic attribution model, most famously Multi-Touch Attribution (MTA), specifically for digital marketing initiatives to understand marketing performance in the near real-time.
