Does attribution end with one click? The consumer pathway and journey to a conversion is long and incredibly difficult to track. With the multitude of devices and new ways in which people explore, research, and ultimately make purchases it’s no wonder the industry has been stuck with a last click mindset for so long. Add to that the online/offline attribution equation and you’ve got a problem that seems almost impossible to solve.
Below is a video produced by iMedia who’ve interviewed Seph Zdarko, head of partner strategy & attribution initiatives at Quantcast about this issue and ways to move past a last click mindset.