Attribution is about examining all the various channels that are part of the customer journey – both online and offline. Online channels include search, social, display, affiliate, email and so much more. Offline channels like print, television, radio and outdoor are equally as important in an omnichannel customer journey. The nuance here is that the offline channels must be addressable, i.e. they can be traced back to an online visitor in order for the offline channel to appear in the journey. At the aggregate level, both offline addressable and non-addressable explain overall customer response to marketing stimuli.
