Drop Your Last-Click Crutch

So, if the last marketing tactic in a campaign produced a sale, we gave it 100 percent credit, even though a mix of campaigns and as many as five touchpoints preceded that sale. On some level, we also knew we were sacrificing the potential modeling would deliver. We knew we could beat our competitors if we could just see the whole picture. We knew we could produce more revenue if we could focus time and effort on the most successful campaigns. And we knew we could cut costs without sacrificing returns if we could determine the optimal balance of spending between branding and direct response.