| Good morning, Marketer, it’s time to acknowledge complexity! In last Thursday’s newsletter, the quote of the day came from marketing strategist Kathleen Schaub. In part, it read: “Marketing just cannot be reduced to the sum of its parts. Marketing works as a system and attribution obscures interdependencies.” In isolation, the quote seemed to be casting doubt on the possibility of effective attribution. Yesterday, however, Kathleen sent me a link to a detailed white paper she put together showing that attribution is just extremely complicated, and providing actionable advice on how to undertake attribution in this complex physical + digital environment. “Complexity-wise marketing” she calls it. Worth a read. There’s a link in her blog post here. Kim Davis
Editorial Director | 