This document discusses attribution measurement and its importance for marketers. It notes that attribution provides marketers multiple benefits, including placing smarter marketing bets, consolidating data, and uncovering customer purchase paths. However, attribution requires aligning objectives with business strategy, ensuring quality data and technology, analyzing results, and optimizing based on insights. Various approaches like rules-based and algorithmic models are discussed. The document emphasizes best practices like advocating for attribution, including partners, communicating results financially, measuring ROI, and rewarding performance.