Breaking Free from Outdated Attribution: How AI is Redefining Marketing Decisions
The Challenge: Making Decisions with Incomplete Data Marketers today face an unsettling reality: much of the data we rely on to allocate budgets and optimize campaigns tells only part of the story. For decades, attribution models like first-click, last-click, and linear provided a framework for understanding customer journeys. But in today’s multi-touch, multi-device world, these […]