As a CMO, VP or marketing director, you may already know adopting a multi-touch
attribution approach is essential to remain competitive. It’s the only way to know what’s working for whom (and what’s not) and, more importantly, where you should be spending
more (or less). But it’s easy to come up with reasons for not employing multi-touch
attribution – it’s disruptive, it’s expensive, it’s hard, and so on.
We’re here to help. Here are four common excuses many companies have for using poor measurement practices, and how you can
move beyond them.