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.
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.
#attribution-models #consumer-journey #marketing-measurement #digital-marketing #performance-measurement
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