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Attribution isn't broken — it was never the right question
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Attribution isn't broken — it was never the right question
Tension: Marketers chase perfect attribution models while the fundamental assumptions driving that pursuit remain unexamined and flawed. Noise: An endless stream of platforms promising unified analytics creates the illusion that measurement problems have technological solutions. Direct Message: The real question has never been “which channel gets credit” but rather “what actually drives human decision-making?” To learn more about our editorial a…
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