What is it?
Sounds complicated but it need not be. At its most basic, cross platform attribution is about understanding what factors influenced a consumer to buy something and in the context of marketing, what role did media play.
A dear friend recently hurt his wrist. I asked him how it happened and he mumbled something incoherent about football. He knits secretly, at a very high level apparently, and I’m fairly certain he has knitting induced repetitive strain but I let this slide. “But the weirdest thing happened this morning,” he exclaimed “I received an SMS from a sports injury clinic advertising their services”. It was of course a coincidence, these moments of serendipity happen to all of us once and a while. He usually would have disregarded the SMS and thought nothing more of it but it was relevant and unexpected.