The rules determining how credit for sales and conversions is assigned to different marketing channels.
A user sees a TV ad, searches your brand on Google (SEA), clicks a Facebook post, and finally buys after clicking an email (CRM). Who gets credit for the sale? The attribution model (Last Click, First Click, Linear, Data-Driven) is the mathematical method to distribute the value of this sale.
With the increasing complexity of purchasing paths (often involving between 5 and 20 cross-touchpoints), relying on classic 'Last Click' attribution provides a flawed vision that kills growth.
"We avoid the 'Last Click' trap which overvalues Google Branded Search and Retargeting. We use advanced Analytics solutions (MMM - Marketing Mix Modeling, or S2S servers) to measure the true incrementality of each channel (including TV) on sales."
Let's conduct an audit of your metrics together to identify your true growth levers.
