The misunderstanding of ROI in Attribution

ROI is complex; there are a huge number of factors that influence the measured outcome (objective, channel choice, measurement method, targeting, time of day, and size of brand to name a few) and it is based on hat has happened, not an absolute indicator that it could never be improved.To ensure you approach decisions in the right way, you need to understand how ROI is being calculated, the influences of ROI, the level of impact attribution modelling captures, and explore whether a channel or lever is truly incremental within a measurement framework.Together these will help you be better equipped to question your sources of ROI information and lead to a higher impact from the decisions you take because of it.