Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly.
The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is.
Let me explain.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.