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Attribution is dying, clicks are dying

Welcome to another edition of 5-Minute Whiteboards. And folks, we've got a doozy of a topic. Yes, I'm being intentionally provocative. But it's because

Back then, we could say: “Oh, this piece of content, this advertisement, this PR investment, this word-of-mouth effort is worthwhile because it turned into this trackable, perfectly attributable series of events in our analytics.” Acquerello started nudging chefs all over Italy, where tourists often experienced great risotto for the first time, to include their brand name on their menus, and put their rice packaging on visible shelves in the restaurants. Tragically, most of the very smart, savvy, sophisticated American tech CEOs and CFOs I know, who grew up on attribution models to direct their spend, would veto every single thing Acquerello did because they couldn’t PROVE that it led to increased sales.

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