Navigating the Multi-Touch Reality: Why Modern Marketers are Upgrading to Next-Gen Attribution
For years, digital marketing operated on a simple, albeit flawed, premise: the last click wins. If a user clicked a retargeting ad and bought a product, that specific ad received 100% of the credit. But as any experienced growth leader knows, B2B and B2C customer journeys are rarely linear. Before making a purchase, a modern…
