Multi-touch attribution gets a lot of attention from marketing teams, but how much of it is necessary?

For all of the hype around attribution models and technologies, Scott Stouffer argues that focus could be better spent on more productive activities. Join Scott in The Data Room as he explores the issues with multi-touch attribution reporting:

- Reviewing the three goals of multi-touch attribution reporting (and which one is destructive to companies) (1:34)

- Explaining why it’s almost impossible to truly measure marketing influence (3:02)

- The problems with multi-touch attribution with a longer sales cycles (5:55)

- Introducing concept of multi-cycle attribution and how it can be more reflective of the true sales cycle (12:40)