Scott gives an overview of the attribution landscape covering what are the different types of advanced attribution, when they should be used, and questions marketers should ask when picking a tool.

In our Q&A we discuss:

• a criticism of Multi-Touch Attribution
• how to change team culture around campaign goals
• optimization frequency
• how skilled in analytics do digital marketers need to be?
• the future of identity for advertising
• adding value as an in-house 'agency manager'

Looking for better insights around attribution and incrementality? Check out our Bi-Modal Attribution at⁠MintMeasure.com