Interesting eMarketer article about the impact of data scientists on the practice of attribution with observations from Sequent Partners’ Jim Spaeth. Maybe a “chicken or egg” situation — data science driving attribution … and attribution driving data science. Big gulf between the scientists and the advertising practitioners looming, and the need for “translational scientists” (like the other half of Sequent Partners) will be keen.
https://www.emarketer.com/content/how-data-science-is-changing-marketing-attribution