PMW: Why Old Attribution No Longer Works
Today, marketers are still relying on traditional attribution models to evaluate campaign performance. They still use attribution to assess the value of marketing activities, but as customers’ journeys get more complicated, it is no longer reasonable to rely on old-school methods.
Sophie RennEditorial Lead
|January 10, 2023|1 min read
In his latest expert article for Performance Marketing World, founder and CEO of SegmentStream Constantine Yurevich explains the biggest misconceptions about marketing attribution. Is it only about assigning credit for the conversion to a single channel? Some marketers think it is, and they’re wrong.
Other misconceptions that Constantine debunks are:
- Marketers need sophisticated attributions tool if they only invest in one channel;
- Marketers use advanced attribution models to assess the effectiveness of channels, but optimise campaigns using the last-click model.
As a bonus, Constantine explains how these misconceptions influence smart-bidding campaigns and how SegmentStream Conversion Modelling can fill in the measurement gaps.
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