The new king, Data!

Data-driven attribution?was?closed off to many?smaller advertisers?due?to minimum data requirements.?Now?these capabilities are becoming?more?accessible as they become standard. Many companies are?switching?its default?from last-click attribution?to a more modern?“data-driven” attribution,?an alternative technique that uses machine learning to try to better understand how each touch point contributes to conversion.?

Why it matters??While there is evidence that for large brands last-click attribution was simply inadequate,?in most cases this technique is?encouraging an?over-investment in performance-based?advertising, and that?there are clearly better techniques.?Data Driven has?become democratized!?

Big Data is no longer for big companies alone…GO CHANGE!!!