How s.Oliver gains 62% additional customer journey touchpoints with cross device attribution
s.Oliver's existing last click attribution model did not take into account the important role that early stage channels played in influencing the customer journey. LCW models assign 100% of the success to the chronologically last marketing contact point and therefore do not show the true value contribution of the individual touch points.
Learn more about:
- Why a last click attribution model is insufficient
- How to better understand the buying behaviour across different channels
- How to optimize campaigns with cross device analysis