‘Last-click attribution is not a hard habit to break’ – ‘Experian Marketing Forward’ Blog
Jay Stocki says, ““Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Stocki, vice president of digital services at Experian Marketing Services.
It’s been said that the easier the habit, the harder it is to change. That must be why nearly every day I find myself explaining to marketers why last-click is rarely an effective form of attribution for display advertising yet it’s still being used like a bad habit.
I can understand how the habit forms. Last-click is the easiest form of attribution, it can be quickly explained to senior executives and it does not require cooperation from other parts of the marketing organization. But please just say no. Last-click is a terrible habit”.
Comments are closed.
