The science of assigning credit to each digital touch point (publisher, Ad Network) of the customer journey based on that touch point’s influence on the ultimate conversion decision. The ‘last touch’ model is most commonly used today. There are some major shortcomings with this model in that it inherently assigns far too much value to the bottom of the purchase funnel and is highly susceptible to attribution fraud. Also, it doesn’t consider factors outside of digital such as TV, outdoor, press, radio, so as a result it doesn’t give you a complete picture.
Advertising industry at an inflection point
We’re starting to see the rise of new types of scale. Agencies need to focus less on buying clout and more on data, talent and ideas.