Excellent read if you at all care about the F**D up world of Marketing....
Gartner’s recent Hype Cycle for Digital Marketing and Advertising (2016) saw attribution sliding down the Peak of Inflated Expectations deeper into the Trough of Disillusionment. According to Gartner, reasons for the descent range from unrealistic expectations to vendor hype. In contrast, old-fashioned, aggregate data-based marketing mix modeling was considered to remain in the Plateau of Productivity.
Read All About It and get a better look at the cartoon that explains why this failed thinking continues despite all logic.