Marketing
The Evolution of B2B Attribution: From Single-Touch to Multi-Touch and Beyond
Accurate attribution is essential, yet many marketers still struggle to measure the full impact of their efforts across multiple channels. While advancements like multi-touch models have improved visibility, significant gaps remain. This blog explores how attribution models have evolved, their limitations, and what’s needed to close the gap between measuring past performance and driving actionable insights. Dive in to understand the next steps in transforming attribution from just measurement to real strategic impact.