False premise, just because you can’t quantify something doesn’t make it worthless. On attribution (your second point): how did Cadbury’s attribute the increase in chocolate bar sales to that tv advert of the gorilla playing Phil Collins? You could have a “how did you hear about us” form, you could measure increase in sales directly after, you could give a discount code in the video, you could use cookies/maIDs etc Lots of ways. In cadburys case there wasn’t an easy way to do it but it didn’t matter