At the end of 2011, when SIGMA CEO Kenyon Blunt laid out his Top 10 Trends for 2012, he called touchpoint attribution the “holy grail” of marketing. Does this seem a little extreme? Not sure it should be considered the pinnacle of marketing? Well, it’s more appropriate than you might think. It certainly will lead to an arduous journey and there is a big payoff in the end. In this article we'll review the 3 perils that must be overcome to fulfill this quest