The drawback of using the last touch attribution model is that it ignores potentially influential interactions that occurred on the path to purchase.
- This model would show low-value touches (like email clicks) equal to high-value conversion activities (like demo requests).
- This model makes it difficult to justify your team’s impact on your company’s bottom line.
- This model lacks the ability to recognize actions that occurred outside a certain window of time.
- This model ignores potentially influential interactions that occurred on the path to purchase.
The correct answer is: This model ignores potentially influential interactions that occurred on the path to purchase
Explanation: While the last touch attribution model provides insights into the final interaction that led to a conversion, it offers a limited perspective on the entire buyer’s journey. By focusing solely on the last touchpoint, this model overlooks the various interactions and touchpoints that might have played a crucial role in influencing the buying behavior. For instance, initial interactions that introduced the customer to the brand or nurtured them through the decision-making process are disregarded. Therefore, while it might be useful for understanding the final push towards conversion, it doesn’t provide a comprehensive story of how marketing efforts contributed throughout the entire customer journey.
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