AI Snips
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Obsolete Last-Click
- Last-click attribution, assigning full credit to the final touchpoint, distorts the understanding of user journeys.
- It disregards the influence of earlier touchpoints across different channels in today's complex ecosystem.
Last-Click Dominance
- Despite its flaws, last-click attribution remains the dominant method, even with newer tools like SKAdNetwork.
- Advertisers find it harder to trust and adopt alternative methods like incrementality testing or media mix modeling.
Holistic Measurement
- Use a comprehensive approach for evaluating marketing performance.
- Combine last-click attribution with media mix modeling and incrementality testing for a holistic view.