Journal of Advertising Research
(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.
Original Publication Citation
Ford, J. B. (2018). What do we know about digital attribution? Journal of Advertising Research, 58(4), 383-384. doi:10.2501/JAR-2018-044
Ford, John B., "What Do We Know About Digital Attribution?" (2018). Marketing Faculty Publications. 17.