In an earlier ClickZ article, “Attribution in Real-Time Audience Targeting
” by Xuhui Shao, Chief Technology Officer at Turn, he discussed the importance of going beyond the last click or last ad impression and described why an incorrect attribution model will lead to suboptimal results.
Well, a new year calls for a new model - multi-touch attribution where all interactions within an association window are considered to have influences over a user’s conversion. In Xuhui's latest ClickZ column he goes beyond why the current attribution model does not work and offers up a viable solution.
Read the full article to find out more about multi-touch attribution >>