Earlier this week, Samuel Scott, long-time columnist at The Drum, wrote a piece in which Les Binet (a widely regarded expert in econometrics/media mix modeling) suggested that trying to measure anything via digital attribution was a fool’s errand. Binet, of course, has a vested interest in pushing MMM. In the piece, though, he did have a quote that stood out to us:
Attribution
Attribution
Attribution
Earlier this week, Samuel Scott, long-time columnist at The Drum, wrote a piece in which Les Binet (a widely regarded expert in econometrics/media mix modeling) suggested that trying to measure anything via digital attribution was a fool’s errand. Binet, of course, has a vested interest in pushing MMM. In the piece, though, he did have a quote that stood out to us: