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Attribution: Do you give the last touchpoint all of the credit for a sale?

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#51
Tallcool1 said:
@Alexander Lau , I agree with @ed.brooks on this one.

I agree with what you are saying with regard to seeing the same trend repeat itself once a 3 month data pool is gathered.

The problem is not what the tool will observe, the problem is that the data WILL change. Competitors will change their pricing model on a weekly basis. The market will shift especially on used. This will need to be an ongoing measurement.
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This is why we offer a continuing monthly report because It does need to be an ongoing measurement. Consumers shopping behaviors change regularly due to the market changing regularly.
 
#52
charles cokeley said:
This is why we offer a continuing monthly report because It does need to be an ongoing measurement. Consumers shopping behaviors change regularly due to the market changing regularly.
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I disagree, you can see trends over 90 days and those same trends generally stick throughout the year.

All this is going to be free or super cheap through Google and will wrap in with GA.
https://www.google.com/analytics/attribution/
 
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#55
Alex, I would expect a more professionally worded post from DealerRefresh. I don't see how Driven Data's platform (which seems interesting) negates the need for most dealers to improve their attribution efforts or renders attribution "dead". Without proper attribution (beyond trends) they are simply connecting the wrong advertising sources with the wrong spends into the DD platform.
 
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#56
Erick Kirks said:
Alex, I would expect a more professionally worded post from DealerRefresh. I don't see how Driven Data's platform (which seems interesting) negates the need for most dealers to improve their attribution efforts or renders attribution "dead". Without proper attribution (beyond trends) they are simply connecting the wrong advertising sources with the wrong spends into the DD platform.
Click to expand...

I guess you'll just have to watch to find out.

As far as the language, welcome to DealerRefresh :hello: ....we are unapologetic in the pursuit of speaking truths, no matter how those truths are stated.
 

✨ AI Highlights

The thread debates whether dealerships should assign all credit for a sale to the last advertising touchpoint, given that car shoppers typically interact with 24+ sources before purchasing. Participants argue that last-click attribution is overly simplistic and flawed, with the most influential source often being an earlier one that created the path to purchase, while acknowledging that ideal cross-platform tracking remains technically difficult at the dealer level. The key insight is that while multi-touch attribution models are preferable to last-click attribution, the automotive industry lacks the tools to properly implement them, forcing dealers to rely on customer conversations and imperfect data to understand which marketing channels truly drive conversions.

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