Measurement & Attribution in 2024
The attribution challenge
With fewer deterministic identifiers, marketers must blend modeling, multi-touch approaches, and experimentation to understand channel contribution. No single model is sufficient on its own.
Common approaches
- Multi-touch attribution (MTA): assigns credit across touchpoints.
- Data-driven attribution: statistical models that infer weights from behavior.
- Incrementality testing: randomized holdouts to measure causal lift.
Best practices
- Validate models with experiments.
- Centralize and clean first-party data for accuracy.
- Report modeled and experiment-driven metrics to stakeholders.