Multi-touch attribution has its place in lower levels of an organization like channel management.
But as you move up the ladder and start blending across multiple channels and multiple efforts within a business, you’ll see that everything affects everything.
You’ll realize you don’t need all the information — just enough information to make a decision.
In this episode, Ryan Iyengar, President at Helium 10, shares his thoughts on why multi-touch attribution can be misleading.
We discuss:
- How multi-touch attribution drives false precision
- The value of experimentation vs attribution
- The best way to do attribution
- How to apply B2C experimentation to B2B
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