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Why Attribution is passé, even for online marketers

For some years now, Attribution analysis has been king, and digital is being measured using Attribution models, which evolved over a period of time from simple attribution to the website of the transaction, to giving some credit to the others in the funnel (judgemental); and finally, to some statistical methods used to weight the impact of each website along the purchase path. Despite all of these advances, Attribution always suffered from a fatal flaw of not taking mass media, in store activity and promotion or indeed brand equity into account. This meant that all credit was given to advertising online, and the credit duly inflated. Not the ideal situation for your brand.