How do we make the transition from last-touch attribution to other types of measurement?
Making the transition from a deterministic attribution methodology to other types of probabilistic measurement can be very challenging and requires a re-alignment of the organization from the top-down.
Last-tough attribution is comfortingly easy to understand and yields nice, clean reports that update consistently from one day to the next — executives used to this continuous drip of reporting can be very resistant to adopting a new form of measurement that requires thinking probabilistically and operating under uncertainty.
We’ve seen the most success when organizations start by educating leadership about the limitations of touch-based attribution and the need for an understanding of incrementality. Once executives understand the limitations of deterministic touch-based attribution, they’re more open to considering other types of measurement that address those shortcomings.