Operating Principle

2–4 min read

Attribution Rewards the Last Touch, Not the Cause

Attribution Rewards the Last Touch, Not the Cause

Attribution Rewards the Last Touch, Not the Cause

The best-performing channel may simply be positioned to claim demand created elsewhere.

The best-performing channel may simply be positioned to claim demand created elsewhere.

The best-performing channel may simply be positioned to claim demand created elsewhere.

Last-touch models over-credit capture and under-credit demand creation.

Last-touch models over-credit capture and under-credit demand creation.

Last-touch models over-credit capture and under-credit demand creation.

Last-touch models over-credit capture and under-credit demand creation.

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Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Last-touch models over-credit capture and under-credit demand creation.

Supporting Evidence

Binet and Field; incrementality and media-mix research.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Question last click; run incrementality tests; protect demand creation spend.

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