David Spaulding addresses the rigors of linking effects using an arithmetic attribution model.  To do so he establishes laws to guide the efforts but explains the "simple" is not so simple.  Dave outlines three approaches used to "solve" for the results we need, but we are then left with another question.  With all of the considerations that need to be made in determining a best method for arithmetic linking, is arithmetic linking the right path?

Is Linking Attribution Effects as Hard as it Looks?