The goal we should be focusing on as marketers is understanding how to embed search into the journey and create more holistic consumer-driven campaigns. Counting touchpoints from a rule-based model can detract from the greater goal of creating deeper, lasting customer relationships. First and last click see their last days In my own experience, many companies use first-click or last-click attribution models. First-click (or first-touch) attribution models give 100% of the credit for a conversion to the
consumer's first touchpoint, while last-click attribution models give conversion credit to the last touchpoint. contact leading to conversion. It's easy to review either of these popular models because they only focus on the top of the funnel (first click) or the bottom of the fax number list funnel (last click). Indeed, due to their disregard for all other marketing activities, the first-click and last-click attribution models are heading towards their final days. Using the last-click model means that you skip early top-of-funnel activities and instead focus
on lower-funnel elements like brand search and remarketing (which tend to generate the final conversion). Without valuing premium channels, sooner or later your remarketing efforts will dry up. First-click attribution poses similar issues: by giving all credit to the first touchpoint, you obscure the true value of critical mid- and bottom-of-funnel efforts to move the customer through the customer journey. buyer and close the sale. Other attribution models, such as time decay and metric, offer more sophisticated modeling but still end up assigning arbitrary