CMAmedia Morning Event

Audience Attribution – Elusive, Complex, and Necessary

Audience-based marketing continues to face hurdles, from merging data sources to managing the data in a way that makes it actionable in walled garden environments. Attribution to audience is crucial to optimizing marketing and media decisions as we try to avoid being wasteful with investment dollars. We are all chasing the answer to this question: What action did we take that made the audience act?