**Disclaimer- in order to do our analysis we broke the audience down into 2 buckets: Bucket 1 is based on skill level and use of AM today. The 2nd bucket is based on the type of business they work for: B2B, B2C, or agencies. In the observations, analyses, and questions you see below, we have taken the liberty to share what we think are the most interesting data points.
Poll 1:
No matter the skill level, across all the groups that were polled, the consensus is that Even Attribution is a more accurate rule. The second most popular rule is Last Attribution. However there were a few in each group that believed 1st attribution was the best rule.
What we would like to know, is from the groups that indicated they do AM and it works well, is there some data that supports this position?
- For example- what is your method for proving one attribution model works better than another?
- What changes in campaign performance have you seen after switching from a last attribution model to even?
- Finally, for everyone, are there any other models, aside from first, even, last, that you believe are even better?