4. Reality #1
Most businesses dont
have a customer
@therustybear
journey that needs a
complex
model, understanding
first/last is sufficient
5. Myth #2
Attribution models are
@mfroment75 incomplete since they
do not take into
account organic &
referrals touchpoints
6. Reality #2
Most Tag Management
Systems take into account
@mfroment75 all traffic sources.
Ad servers take into
account mainly paid and
organic search sources.
7. Myth #3
All interactions can be
@nicolasmalo
taken into account
into an attribution
model
8. Reality #3
You can only attribute
@nicolasmalo what you can measure
(very difficult for
offline interactions
and multi-devices)
10. Reality #4
If you get a model the
model isnt what makes it
@therustybear useful - its the analyst
understand the impact of
the numbers against the
business processes and
goals
11. Myth #5
Attribution is so
@mfroment75 complex that you
need advanced
statistical skills to get
started
12. Reality #5
You may start by
looking at granular
@mfroment75 data for each
campaign in order to
understand the
performance of your
campaign mix