"The report examines the evolving path to purchase and how marketing measurement fits within it, highlighting the failings of most attribution models. Last-touch attribution, while comfortable, simplifies complex consumer journeys into misleading conclusions about effectiveness."
"In a world where nothing feels fully measurable, last-touch attribution offers comfort: fast data, clean numbers, instant ROI. Yet, it overlooks all pre-purchase influences, creating a flawed understanding of consumer behavior."
Accurate performance measurement in marketing relies on understanding the evolving consumer journey, which often includes multiple touchpoints before a purchase. Last-click attribution fails to account for earlier influences such as brand equity and creative exposure. The report reveals that many marketers misallocate budgets based on a misunderstanding of these journeys, with a significant percentage of last-click attribution spending yielding no incremental sales. To improve measurement strategies, marketers need to adopt a holistic view that encompasses the entire consumer path to purchase.
#attribution-models #consumer-journey #marketing-measurement #digital-marketing #performance-measurement
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