Achieving a total view of attribution is an iterative process which requires a combination of econometric modelling and digital attribution, according to an industry figure.

In a WARC Best Practice paper, How to develop an attribution model for your brand, Patrik Sahlin, a principal consultant at Ebiquity, offers a practical introduction to these two main branches of attribution, discussing the steps that are taken to build an attribution model and how to choose between different methodologies.

“The fundamental difference between econometric modelling and digital attribution is the change of view,” he explains.

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