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The Challenges, Fears and Frustrations Surrounding Attribution

The Challenges, Fears and Frustrations Surrounding Attribution


In order to dig a little deeper into the many trends and issues across the fast-moving performance marketing world, PerformanceIN has today launched the first of four yearly topical supplements.

The ‘Attribution in Performance Marketing Supplement’ is packed with a wide range of differing opinions on the much talked about subject matter, as well as two Q&A sessions and a detailed case study on House of Fraser and DC Storm’s attribution model.

The topic follows hot on the heels of a roundtable session held at Performance Marketing Insights: London last year, in which nine professionals from across the performance marketing world shared their opinions on the subject.

How has analysis of the customer journey changed? Is enough data being shared among brands and those within digital marketing to make customer journey analysis the most effective? And is the industry too slow, and somewhat fearful, when it comes to challenging the attribution model?

These are just a few of the questions we asked the affiliate manager of e-commerce at House of Fraser, Margaret Herrera; the marketing director at DC Storm, Lewis Lenssen and European client services director at TagMan, Ben Mannheim – among many others.

Other contributors to the supplement include head of client services UK at Tradedoubler, James Milne; chief operating officer at Affiliate Window, Adam Ross; UK managing director at affilinet, Helen Southgate; and general manager, international at Savoo, Simon Bird.

Are affiliates ‘becoming the Luddites of the online marketing industry? How much of attribution is about cost savings for the brand and who thinks that splitting commissions within the channel is pointless?

Click on the link below for your free copy of the The ‘Attribution in Performance Marketing Supplement’.

Download: Attribution in Performance Marketing Supplement

Have an opinion on attribution? Comment below and let us know.


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Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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