What is the drawback to using the last touch attribution model?
- This model would show low-value touches (like email clicks) equal to high-value conversion activities (like demo requests).
- This model makes it difficult to justify your team’s impact on your company’s bottom line.
- This model lacks the ability to recognize actions that occurred outside a certain window of time.
- This model ignores potentially influential interactions that occurred on the path to purchase.
Explanation: This model ignores potentially influential interactions that occurred on the path to purchase. The last touch attribution model assigns all the credit for a conversion to the last touchpoint a customer interacted with before converting. While this approach provides a straightforward way to attribute conversions, it overlooks the entire customer journey leading up to the conversion. In today’s multi-channel and multi-touchpoint marketing landscape, customers often engage with various touchpoints before making a purchase decision. Ignoring these earlier interactions can lead to a skewed understanding of the customer journey and the effectiveness of different marketing channels. As a result, relying solely on last touch attribution may undervalue the impact of certain marketing efforts and misguide resource allocation decisions.