There are only eight if you buy into Google's PR. Google's eight are rudimentary. Advanced attribution firms -- in and out of our space -- are all employing algorithms that are complex, took real time to develop and maintain, and give more insight into the customer journey and where the real influence is. And yes, our industry is behind.What? No one wants to play?
I'm going to say that, if you aren't willing to place some trust in the Data Scientists, you won't be any closer to real answers. The eight attribution models you referenced @Chris Leslie, each have a place. The more complex the shopper journey, the more complex the attribution model needs to be. Our buyer's journeys are perhaps the most complex, hence complex algorithmic models. And that is the entire reason that applying a simplistic model like 'Last Click' doesn't offer any real insight. If sock manufactures can do it, so can we!So I guess we’re right back where we started. No closer to any real answers. This whole conversation is a snake eating itself.
The more complex the shopper journey, the more complex the attribution model needs to be.
John -I have to disagree here, Ed -- this is a rabbit hole/vortex. Like Alex said -- getting into psychology here.
It occurs to me that the tech industry has a vested interest in this complexity -- the more complex problems there are, the more problems tech can solve (and get paid to solve). The issue is that the tech is actually creating these problems, and tech companies aren't solving actual dealer problems anymore -- too busy getting sucked into the "vortex of complexity." No wonder dealers (in droves) are saying, "I just want to sell cars!"
Attribution is a red-herring beyond seeking and spotting trends.