Kill last touch attribution and boost ad spend return, claim academics

Single touch attribution models are favouring email while downplaying the importance of television and print marketing campaigns, a study by Monash University’s business school has found.

The study by Monash professor of marketing, Peter Danaher and Harald van Heerde of Auckland’s Massey University suggested a more intelligent allocation of media spend could deliver 25% more effectiveness than a strategy based upon last touch attribution.

Marketers use attribution modelling in an attempt to work out which advertising message actually delivered a sale. Using that approach attributes the last site or ad seen for delivering the entire sale. It does not take into account the effect of any previous messages seen.