The Attribution Mirage in B to B Marketing

The attribution marage is something that i've been a seen anecdotally since about two thousand 14, when i was running e commerce marketing. The mirage being that attribution software overweights and favors certain channels where buyers are ready to buy. So they move budget and focus in things only, into capturing demand channels because the creating demand ones are not accurately measured by attribution. We have what we call dark social here, which include, the main ones being content platforms like spoto, fir tube, social networks like linked in or anything like that,. direct word of mouth.