“For digital you're generally you know measuring an ad click and offline we're leveraging how did you hear responses it's just another data point that we get to better tell the story of what is happening and where everyone's coming from and some of those people are saying that they heard about us through TV or radio.”

"How Did You Hear?" Survey Data Fills the Attribution Gap for Offline Channels

Offline attribution can't rely on click data. Babbel's approach combines web analytics, MMP click data, incrementality tests, media mix modeling, spike attribution (measuring traffic lifts when TV spots air), and 'how did you hear' survey responses from all new users. No single signal is sufficient — the goal is triangulation, not precision. Stephen's framing: attribution was always messy; offline just makes you accept that reality earlier and build a multi-signal model sooner.