Multi-touch attribution has been around in some form or another for close to a decade. However, for many in marketing, deploying a comprehensive multi-touch attribution campaign is still more of an aspiration than a current reality. That said, this doesn’t mean we should defer efforts to find a complete attribution solution. There are many considerations when constructing a workable model, including variations in the consumer journey based on products and categories, the impact of unmeasurable factors like word of mouth and the ceaselessly expanding choice of datasets -- some valuable and some, depending on the advertiser and category, not so much. I had the opportunity to sit down with Matthew Krepsik, Global Head of Analytics for Nielsen to talk more about the current challenges and solutions around attribution.