Last month, I talked about factors marketers should consider for attribution rules. Here, I would like to get a little deeper and discuss last-touch attribution, as just talking about contributing factors won’t get you anywhere. As in all data-related subjects, the devil hides in the details. How to collect the data, what to consider, how to manipulate clean and dirty data, and in what order one must execute different steps.
I wonder sometimes why last-touch attribution is such a popular industry, with all of the flaws embedded in that methodology. Without even getting into geeky programming details, let’s think about the limitation of last-touch attribution, in a logical sense.
