How accurate is attribution modeling?

How accurate is attribution modeling?

Visual IQ

There are many different approaches to marketing attribution, ranging from the overly basic to the incredibly sophisticated. All of them will “get you an answer,” but the questions is, how accurate is that answer?

It’s widely acknowledged that last click and subjective, rules based attribution (such as even-weighting, time decay, linear, and opener/advancer/closer models) are inaccurate methods for measuring marketing effectiveness.

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