Our boss wrote a manifesto of a sort, here.
Here’s a breakdown of his statements:
What he wrote: "Attribution modeling provides insights but struggles beyond last-click metrics, especially outside of Google. Privacy changes, like Apple’s cookie restrictions, have further diminished its effectiveness."
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- True: Attribution models, particularly those reliant on cookies, have been significantly impacted by privacy changes (e.g., Apple's App Tracking Transparency (ATT) and the deprecation of third-party cookies). Google's ecosystem does offer better tracking capabilities within its walled garden, but attribution outside of Google, especially across multiple platforms, is more challenging.
He also stated: "Limited Scope: Focuses primarily on digital touchpoints, neglecting broader marketing efforts."
- Largely True: Most attribution models primarily analyse online interactions, such as website visits and digital ads, often failing to account for offline channels like TV, print, and word-of-mouth, which are crucial in omnichannel marketing strategies.
and this...."Fragmented Insights: Cross-platform measurement is inconsistent."
- True: Different platforms (Google, Facebook, LinkedIn, etc.) operate within their own ecosystems (walled gardens) and restrict data sharing. This makes it difficult to get a unified view of the customer journey across platforms, leading to fragmented insights.
And this too: "Over-Reliance on Last Click: Fails to capture the entire customer journey."
- True: Last-click attribution gives all the credit to the final touchpoint before conversion, ignoring earlier interactions that contributed to the decision-making process. Multi-touch attribution models exist but are often difficult to implement effectively due to data silos and attribution complexities.
It seems the truth has not been lost in the selling. ViVV is by marketers, for marketers. We have been there. We bought the tools and were almost always disappointed. Come see why we are different.