Last-touch, first-touch, multi-touch: The question to answer before you pick a model

If you spend any time reading about marketing attribution, you’ll find a lot of posts that look like decision trees. First-touch if you’re optimizing for awareness. Last-touch if you’re optimizing for conversion. Multi-touch if you’ve graduated to a more sophisticated view of the funnel. Linear, U-shaped, W-shaped, time-decay, data-driven, position-based. The posts treat the choice […]