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Multi-channel attribution was the flavor of the month for every month in 2012. And just as in 2012 magic pills will be scarce, FUD will be plentiful, and vendors will promise the moon. In my case that is 20,217 keywords I can quickly add to my Bing/Baidu/Yandex search campaigns and start measuring performance. Very handy.
Ultimately, the intent, however, is generally at odds with measurably useful outcomes. The scorecard speaks for itself. A study by McKinsey found that less than 30% of digital transformation initiatives are successful in achieving their objectives.
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