The Myth of Attribution

Reading Time: 3 minutes One of the slides that I discuss in virtually every conversation I have with businesses is one that I call the myth of attribution. In any system of measurement, we prefer boolean and discrete rules of behavior. If this, then that. It’s a problem, though, because that’s not how purchase decisions are made. It doesn’t matter if you’re a consumer or if you’re a business – it’s just not the reality of the customer journey.