Attribution is still a huge problem in this industry. Much, if not all, digital advertising buys are measured on a last click/ last view basis. How can we change this, and how do we reward other touch points in the customer journey to conversion?
In this #TraderTalkTV episode Rebecca Muir argues that the industry should look at alternatives to the last click/last view metric.
Here she maps out one of those methodologies - effectively, a two touch point approach. Muir believes the market should think about divide credit between the last ad before a site visit and the last ad before the sale, rewarding both prospecting and retargeting.
The methodology is trying to reward both "bottom of the funnel" media and brand publishers near the top.