Attribution Modeling Needs Policing: 3 Things You Need to Know About Model Validation

Alison Lohse, Co-founder and COO at Conversion Logic outlines how attribution is a data-modeling exercise and validation takes marketers a step closer to better measurement The basic promise of multi-touch cross-channel attribution is to give credit where it’s due. Among the multiple paths the customers take to action, advertisers should able to be strategically design touch points to influence purchase behavior. Methodology plays an important role in measuring the effectiveness of these marketing exposures. Marketing attribution modeling methodologies have evolved from the days of last touch, where 100% of credit was given to last touch point leading to a conversion, ignoring prior exposures. This led to inaccurate attribution and ultimately optimization. Last touch serves as a good starting point for organizations looking into marketing measurement, but should not be where…


Link to Full Article: Attribution Modeling Needs Policing: 3 Things You Need to Know About Model Validation

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