How Do We Combat Unattributed Marketing? Three ways: We accept that much of marketing is non-attributable, that investments in detailed measurement often cost more than they’re worth, and (perhaps most saliently) that the harder a tactic/channel is to measure, the less competitive and higher-ROI it usually is. We need to intentionally dedicate real budget to serendipitous, hard-to-measure channels and tactics, and justifying them using geographic and/or time-series-based, implied attribution. We have to get great at explaining this conundrum to the people determining where, how much, and whether we can make more creative investments.