With access to a massive amount of customer data, marketers can get a holistic picture of what’s happening. For example, marketers can find out exactly how customers interact with your brand, predict the probability that a user will buy something (and when), estimate what revenue customers will bring, and determine what channels are best for interacting with customers. But this is just one side of the coin. On the other side, advertising is becoming more expensive, and consumers’ attention is becoming more challenging to get. The most technologically advanced marketers will win this race, and attribution plays a significant role in evaluating the effectiveness of advertising channels. This article explains why single-channel attribution models are a road to nowhere and why even data-driven models are not enough for successful marketing.