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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