Marketing attribution only becomes a topic of conversation when you are not hitting your numbers as an organization.  It is very rare that we see cases where companies are doing attribution correctly.  The reason for this is that there is no right way! But we can tell you the wrong way, the wrong way is to try to develop some single source for attribution of truth that runs your business.Join Zach and James as they discuss how to use attribution technology for what its good for as well as how to own the performance narrative.