Why last click attributions breed bad decisions in a multi-device world

Children Using Smartphones

Sam Barnett is the CEO and co-founder of Struq. The last click attribution model has always been flawed. It attempts to simplify complex conversion paths on a last come first served basis, and allows advertisers to ignore the vast amount of data available to them. With the rise of the multi device user, it is now actively driving bad decisions. We need to rethink the way we measure effectiveness without resulting to traditional methods. Measure your performance not your clicks How we measure performance is the first crucial part of the issue; Click Through Rate (CTR) is one of the...



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