Triangulating Advertising Effectiveness

Linear attribution, although previously considered a solution for measuring return on advertising spend, has significant flaws and limitations. Econometric modeling, while superior in many aspects, is not without drawbacks such as being broad, slow, costly, and somewhat opaque. Controlled experiments, while being a gold standard, can yield inconclusive results at times. Combining all three methods - linear attribution, econometric modeling, and controlled experiments - is essential to accurately measure the effectiveness of advertising strategies.