STOP doing marketing attribution like this

Anytime somebody talks about attribution, what they're really asking is, hey, this thing that you did, did it cause the business outcome of sales or growth or whatever? Nothing else matters. Why do I call that the enemy or the villain? Because in the pursuit of attribution we've invented all this stuff first touch, last touch, multi touch. That has nothing to do with cause and effect. What the real question is, how much incremental growth are you driving from your sales and marketing efforts? You don't see any mention of attribution in that question. Attribution is the means to that end. And so when you think about incrementality you have to start thinking from what is the organic demand in the market for your business? What is the word of mouth that is being driven just because your customers love you? How much brand equity have you built up? The longer that you have been in business, the bigger the brand equity that you have.