The IAB MENA Attribution Insights survey in Q1 2023 highlights the challenges and limitations of effective attribution, which are around skill set, cost, and data access. There appears to be a lack of detailed understanding of Attribution techniques outside of digital advertising and thus a skew to last touch or multitouch attribution techniques and less focus on MMM and Incrementality. These gaps in knowledge and understanding can be addressed by education/training on the skills required as well as the benefits of various marketing attribution methods.

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