My iPhone’s “control center” serves up a daily sampling of photos from my photo library, taking me back in time to pictures of vacations, graduations and reunions, birthdays, and weddings captured “On This Day,” sometimes many years ago. These strolls down memory lane are an invitation to revisit the past, but it’s not the oldest photos that give me pause lately — it’s revisiting photos from just one year ago.
I’ve been working in the field of nonprofit fundraising for north of a decade now, so I’ve been around the block a few times. Even still, I keep getting hung up on something, something that everyone’s talking about. It’s a perennial thorn in my side, year after year. And that thorn is called attribution.
Don’t get me wrong, I get the concept. It’s about accurately assigning, or attributing, the value of a specific marketing touchpoint in a series of touchpoints that leads to a user taking an action, or converting. How to use it, how to put attribution into action — that’s my stumbling block.
