Last-Click Attribution Misses AI-Driven Top‑of‑Funnel Value
MarTech TodayMay 16·1 min readAnalytics & Data
AI Summary
The article argues that traditional last‑click attribution models overlook the impact of early‑stage discovery in AI‑first marketing ecosystems. It recommends moving to incrementality and full‑path measurement, using MMM and multi‑touch approaches to capture true contribution.
⚡ Marketer Insight
Last‑click models blind you to the awareness engines that seed AI‑first conversions—only incrementality tests and full‑path multi‑touch measurement reveal the true ROI of top‑of‑funnel spend.
#attribution#incrementality#ai marketing#mmm
Original article
MarTech Today