? Digital attribution is dead?!

When I write about the usefulness of Econometrics for Marketing Budget Allocation and what we call MMM 2.0 at Analyx? , we basically face the same criticism that Byron Sharp voiced a while ago: Only people that sell Econometrics also seem to defend it ??

Soooo - it is not because I am lazy or I lack original content for this bi-weekly column, but this week I must lend my modest reach to the impeccable writing of Samuel Scott ?? based on his interview with the wonderful Les Binet for 3 reasons:

1. I couldn't have written it any better
2. They provide multiple great real-life examples
3. They are nowhere near Analyx' payroll ??

So if you read only one article this week, make it this one:

And if you still have time afterwards to dig a bit deeper, let me offer you some additional #WednesdayWhizz wisdom on the topic: I am less black and white than Les on the subject because I believe when attribution models are actual models and not just (wo)man made rules (as most of them are), there is a value to it. More on the subject here:

However, I am in full agreement that the goal of Marketing Budget Optimization should be mid-term company value maximization. And in order to capture everything that you need to take into account to maximize mid-term value, there is no way around solid econometrics. I have laid out the key principles of MMM 2.0 a while ago in the article below. In short: there is no Voodoo and nothing to be afraid of. Instead, the potential on the bottom line is huge:

So next time, somebody presents Media ROIs to you, make sure you ask the right questions: