The accuracy and benefits of attribution compared to incrementality measurement solutions is an evergreen in Marketing and Marketing Science. Incrementality should be the gold standard for measurement but there can be value in attribution as long as it is continuously validated and calibrated with incremental measurement results.

Thomas Violino (Product manager at Zalando and leading Zalando's measurement product development), Nico Neumann (Associate Professor at Melbourne Business School and founder of marketingscience.today) and Gufeng Zhou (Marketing Science Partner at Meta) share guidance and inspiration on utilizing and triangulating different solutions.