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SegmentStream on Forbes Councils — Why multi-touch attribution is the new last-click attribution

SegmentStream on Forbes Councils — Why multi-touch attribution is the new last-click attribution

Today, proper marketing attribution is a huge challenge for marketers. Even the most sophisticated attribution models fail to deliver accurate results: multi-touch attribution models are no better than single-touch ones because of all current tracking limitations.
Company news
SegmentStream on Forbes Councils — Why multi-touch attribution is the new last-click attribution

In his article for Forbes Councils, CEO of SegmentStream Constantine Yurevich shares insights on why multi-touch models perform so poorly and what marketers can do about it. And the answer is — companies need to switch towards future-proof tools now, and Conversion Modelling is one of them.

In the article, Constantine:

  • Introduces attribution models and describes how they handle the same user journey;
  • Explains why multi-touch attribution is no better than single-touch attribution;
  • Describes how to leverage Conversion Modelling to tackle this challenge.

About Forbes Councils

Forbes Tech Council is an invitation-only, professional community for top CEOs and entrepreneurs. On the platform, participants share industry insights and expertise in different tech-related domains.

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