Multi-touch Attribution Modeling & the Future of Digital Media Optimization
The last touch model ends up skewing the value toward highly targeted campaigns, niche publishers, and especially overvalues search, the net effect of which actually harms the overall campaign in the long run. The last touch approach is also problematic because it severely undervalues the importance of the upper stage of the purchase funnel, which is where marketers prospect for leads, and scale their businesses. So instead of helping digital marketers allocate their budget in the best way possible, it effectively sabotages them in their quest to drive return on media spend. Read on: http://runofnetwork.adzerk.com/adops/multi-touch-attribution-modeling-the-future-of-digital-media-optimization/