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time-decay attribution

Multi-Touch Attribution Explained (With Examples)

TL;DR What Is Multi-Touch Attribution? Most marketers think multi-touch attribution is just a model selection problem. It isn’t. It’s a data-collection problem. If you’re solving the wrong problem, no model in the world will fix your numbers. I’ve spent years running ads for Hyros and watching businesses make expensive decisions on broken data. Multi-touch attribution […]

Linear vs Time-Decay Attribution Models Compared

Most people picking an attribution model ask the wrong question. They ask “which model is more accurate?” when the real question is “which model produces the budget decisions I can actually act on?” I’ve watched advertisers spend months trying to find the perfect model when the data going into it was broken from the start. […]