Attribution modeling is an incredibly difficult problem, yes. Anyone who can come up with a really good way to measure this kind of stuff is going to make bank

Attribution modeling is an incredibly difficult problem, yes. Anyone who can come up with a really good way to measure this kind of stuff is going to make bank. I agree that from a lot of perspectives the way people talk about branding campaigns looks real.... iffy, for lack of a better term. Everyone knows that it somehow works, but nobody's exactly sure how yet. Nobody can really measure the impact yet even.