How To Make Attribution Models Work For Your Business

When I talk to many of my industry friends and ask them which attribution model they use, I get a combination of rolled eyes, shrugged shoulders and very occasionally I will get someone brave enough to answer and they almost exclusively will say last click wins.

In this article I am going to show you examples of 6 types of attribution model you might consider for your business, what the differences are, why last click model is fatally flawed and what steps you can take to ensure you are selecting the right model for your business, based on the situation you might find yourself in.

Read more