Topic

Multi-touch attribution

Every post on the Index about multi-touch attribution.

2 posts

Marketing Measurement · July 10, 2026

Marketing measurement shouldn't rest on a single metric

Todd argues that most measurement systems optimize for a single customer response, even though marketing produces many. He presents Agile Insights Modeling as a middle-out approach between top-down MMM and bottom-up MTA, separating incremental response from organic demand.

By Todd Kirk

Marketing & Advertising · May 9, 2026

Last-click attribution is outdated and multi-touch attribution should replace it

Jeff argues that last-click attribution is a relic in a world of algorithmic decision-making. He contends that multi-touch attribution shows the whole customer journey, and that marketers who don't adapt risk running obsolete campaigns.

By Jeff Greenfield