Former colleague Damon Ragusa on marketing complexity. In Linkedin:
" ... A growing chorus of articles recently have extolled the virtues of various attribution models and derides the notion of the last click model. You’ve read them - they all start with an example day-in-the-life of a person engaging with advertising online, using a search engine to do some research, seeing an ad on their phone and then using their computer to go to a company’s website. These articles then point out that one of the activities will get under-valued because of the position it fell in and the fact that your attribution model doesn’t account for it. They make it clear that you need to understand the path a consumer takes, or more romantically, the customer journey. That is the only way to truly understand how your digital marketing is working. But here is the rub. Even if you’re investing in a small number of digital tactics the number of combinations of paths is huge. As a data geek, I can’t help but do the math on this. ... "
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