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All attribution vendors are not created equal. I've done a lot of hands-on research about various attribution solutions available. As I've become more comfortable with the tools and methodologies available, a few things have become evident that every marketer should consider when selecting an attribution product.
Products that offer “full-funnel attribution” yield significantly better insights and are worth the investment. Completeness of the underlying data set is the only way to ensure accurate attribution results and recommendations. Having the ability to confirm the quality of the data set is also essential.