Attribution is a tough challenge that is top of mind for every Marketing and Analytics leader. While marketing strategies and technologies may have evolved, the most important question has not changed - Is our marketing working? The right attribution solution should help you answer that question. But how do you find the right solution? Unfortunately, there is no turnkey attribution solution that perfectly solves all of your measurement challenges. Each business has unique attribution challenges and there are a seemingly infinite number of vendors and methodologies. As a result, I created a framework to navigate the increasingly complex multi-touch attribution market, understand the trade offs between solutions and identify the optimal attribution solution.