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I'd like to add to your observations Ed..."In a world where consumers average 24 sources of influence (touchpoints), most ATTRIBUTION MODELS assume all websites are equal." IOW, from a car shoppers POV, some sites are really helpful and others suck wind. You can see it in my diary: "Observing my Brother... the car shopper." 10 days, 29 websites visited. All had car shopping content, but only a handful had an impact on his decision making. From my seat, an ATTRIBUTION MODEL that equal weights all sites is as flawed as all the other models.
I'd like to add to your observations Ed...
"In a world where consumers average 24 sources of influence (touchpoints), most ATTRIBUTION MODELS assume all websites are equal." IOW, from a car shoppers POV, some sites are really helpful and others suck wind.
You can see it in my diary: "Observing my Brother... the car shopper." 10 days, 29 websites visited. All had car shopping content, but only a handful had an impact on his decision making. From my seat, an ATTRIBUTION MODEL that equal weights all sites is as flawed as all the other models.
