Marketing attribution – Cristian 360

First click, last click and linear multitouch attribution models, part 3

In the previous article, I described what is attribution and how the default, last click model works. The problem with this model is that it doesn’t give any credit to the channels that were driving value at higher stages of the funnel. This model is not having in account those first channels that attracted theContinue reading “First click, last click and linear multitouch attribution models, part 3”