The first two blog posts in this series explained attribution and then why it was flawed. So the finale needs to provide the solution, an alternative approach to optimising your marketing spend.
Part 2 of this Lets Talk Attribution series covers the 3 key flaws in all attribution models. These are that not all touchpoints can be captured, that 100% of revenue is attributed and that they can't react to known impacts with no data.
What if instead of chasing the right marketing attribution model, you invested in a different approach that achieved better results. Part 1 of 3 running through talks Peter gave on this topic in 2017/18.