What is the drawback to using the last touch attribution model?

This model would show low-value touches (like email clicks) equal to high-value conversion activities (like demo requests).

This model makes it difficult to justify your team's impact on your company's bottom line.

This model lacks the ability to recognize actions that occurred outside a certain window of time.

This model ignores potentially influential interactions that occurred on the path to purchase.


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Explanation: This model ignores potentially influential interactions that occurred on the path to purchase. The last touch attribution model assigns all the credit for a conversion to the last touchpoint a customer interacted with before converting. While this approach provides a straightforward way to attribute conversions, it overlooks the entire customer journey leading up to the conversion. In today’s multi-channel and multi-touchpoint marketing landscape, customers often engage with various touchpoints before making a purchase decision. Ignoring these earlier interactions can lead to a skewed understanding of the customer journey and the effectiveness of different marketing channels. As a result, relying solely on last touch attribution may undervalue the impact of certain marketing efforts and misguide resource allocation decisions.

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