Multichannel Attribution Confusion MediaPost Communications

“by Maarten Albarda, Featured Contributor, 5 hours ago
If your inbox is anything like mine, every week it gets flooded with many, many white papers from a wide variety of companies.
Some white papers are insightful and good, some are shameless self-promotion. But what many of them manage to do, rather than help, is create or add to the already large amount of confusion in marketing present today. And this is because they use terminology that sounds relevant, but usually refers to a narrow definition that contradicts and under-delivers the white paperu2019s typically grandiose title.
Language is a huge challenge in marketing in general. The definition of the word u201ccampaign,u201d for instance, has a very different meaning for a creative agency vs. a media agency or a PR agency.”

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