A couple weeks back I’d requested the nice folks following me on Google+ and Facebook to submit their most important digital marketing and analytics questions. The questions reveal a bunch of things we used to worry about, and continue to, like data quality and creating data driven cultures. They also reveal things that starting to become scary (Privacy! EU Cookies!) and others that are already delivering nightmares (a multi device world!). Finally there were questions we can always count on: setting goals and tracking conversions, justifying analytics and wanting to track the absolutely impossible (why can’t I track people across…
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A wise person said: “To guarantee success, spend 95% of your time defining the problem and 5% of the time solving it.” I believe deeply in that quote. In my life I spend an extraordinary amount of time understanding the problem and attempting to define it clearly. As if by magic, I find that it is then much easier to find the optimal solution (or realize none exists!). Multi-Channel Attribution is a red hot topic in our industry, and yet it is so poorly understood. I’m convinced that the resulting problems (confusion, FUD, angst, daily prayers, and wasted budget) are…