Attribution challenges throughout the purchase funnel

TechCrunch covers new data from IBM (sourced from a Black Friday Report) that exposes the weakness of last-click attribution models: Twitter and Facebook usually aren’t the last click before an ecommerce buy, but that doesn’t mean they didn’t inspire or influence the purchase. Yet IBM’s Black Friday report says Twitter delivered 0 percent of referral traffic and Facebook sent just 0.68 percent….
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