Attribution Modeling is the practice of using complex systems to assign credit for outcomes to specific marketing touchpoints—often creating elaborate models that miss how value actually flows naturally.
Common Models
- First-touch attribution
- Last-touch attribution
- Multi-touch attribution
- Time-decay models
- Position-based models
- Data-driven attribution
The Promise
Attribution models claim to:
- Identify effective channels
- Optimize marketing spend
- Prove marketing ROI
- Guide investment decisions
The Reality
Attribution modeling often:
- Oversimplifies complex journeys
- Misses organic word-of-mouth
- Credits mechanical touchpoints
- Ignores relationship development
- Creates false precision
The Problems
- Natural value flow doesn’t follow linear paths
- Trust builds through cumulative experience
- Relationships develop non-linearly
- Word-of-mouth is unmeasured
- Context matters more than touchpoints
The Alternative
Focus on:
- Relationship health over touchpoint credit
- Long-term value creation
- Qualitative understanding
- Natural pattern recognition
- Trust-based progression
Attribution models can inform but shouldn’t dictate—human judgment and relationship understanding matter more than algorithmic precision.