This is a good example to illustrate the limitations of the last click, campaign attribution model. I heard the story from Andrew Hood from Lynchpin Analysis . It goes like this...
'One spring day, you leave your home nice and early and head for a football match. As you're waiting for the bus, you notice a large poster opposite advertising Guinness. By noon, you're inside the stadium. Guinness is a key sponsor and you see their logo everywhere. It's a great game and your side wins, so you go the pub opposite to celebrate. As soon as you enter the pub, you see one of the bar staff collecting glasses, dressed in a black T-Shirt with the Guinness logo on the front. You walk to the bar and whilst waiting, you play impatiently with one of the Guinness branded bar mats. Finally, a jolly barman asks you what you'd like. On top of his head is a black, woolly hat with the Guinness logo on it. At the bar he notices a Guinness Table Mat. 'I'll have a Guinness please', you say.
From a last click campaign attribution perspective, clearly optimising around the last click can be very misleading.
Leave a comment