Drop Your Last-Click Crutch

No, let's stick to basics and ask a frank question: If you can count your company among those using attribution models for your digital campaigns, are you still defaulting to traditional "last click" measurement?

It's OK to admit it, because it's understandable. Not long ago, we had little choice but to rely on the last click. We had the motive — demonstrate marketing's ability to drive revenue — but we didn't have the means. The data connecting each touchpoint along a customer's path to purchase wasn't available or reliable. Moreover, the tools for analyzing this type of information were neither sophisticated nor affordable. Spending most of your marketing budget to determine whether marketing was working just didn't add up.