#65 | Rohit Maheswaran on the shifting sands of attribution
Making Sense of Martech
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Navigating the New Era of Marketing Attribution
This chapter explores the evolving landscape of entrepreneurship and marketing analytics, focusing on the impact of privacy regulations and technological advancements. It emphasizes the shift from traditional attribution models to probabilistic approaches, addressing the challenges marketers face in their pursuit of clarity amidst inconsistent data. The discussion encourages the adoption of innovative tools and methodologies to better navigate these changes and leverage technology for informed decision-making.
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