How measuring incremental sales can show what attribution doesn’t: Causation

This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.

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Attribution: In marketing, attribution -- often referred to as multi-touch attribution -- identifies a set of user actions, including actions such as events and touchpoints, that contribute to a desired outcome, assigning value to each of these actions. At