Drop Your Last-Click Crutch

Let's not talk about best practices for using attribution models to measure the effectiveness of your digital marketing campaigns. Type "attribution modeling" into your search bar and you'll have a windfall of insight and guidance on the subject from some of the best marketing brains in the world. And let's not spend our time here debating the merits of various attribution scoring techniques, since research tells us only about half the companies in Europe and North America do any sort of marketing attribution analysis in any case.