Analytics and attribution is a very hot topic and yet it is so poorly understood. The resulting frustrations are due to the lack of a clear framework that can help define the problem. If someone were to ask, “What is the single biggest mistake you see marketers and business owners make with regard to Google Analytics?” Working without purpose would likely be the answer. Analytics is a data tool and the interpretation of that data is the art of being less wrong. Analytics will never be 100 percent accurate but we can be less wrong and use the data to make better decisions about our businesses. In this session, you’ll gain an understanding of the differences between analytics, attribution and accountability in marketing; you’ll learn how to assess your attribution needs; you’ll hear the 3 core principles needed to rethink measurement strategies; and, finally, you’ll know where you can start to put this into practice in your business.