How many times have your clients discussed attribution issues with you? My guess is that it is a regular part of your weekly calls and reports. Attribution is extremely important, but there is a lot more that you need to discuss when a client asks about attribution. How do we know that?  An extensive 18-page research report, The State of MarTech, by the research firm Ascend2, takes a deep dive into the challenges marketers encounter and how they can take back control of their tools and data to pave the way to revenue growth. One of the questions asked was: