🧩 Fixing the Attribution Crisis in Marketing

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💡 Today’s Insight

Fixing the Attribution Crisis in Marketing

Three European founders are building tools to tackle one of marketing’s biggest problems: attribution. As consumer journeys become longer and more complex, traditional attribution models like last-click fail to reflect real impact. These startups are using data science and user journey mapping to deliver more accurate cross-channel insights, giving marketers a better picture of what truly drives conversions.

Key Takeaways

• Last-click models are outdated. Users often interact with brands across several platforms before converting.

• The new tools use AI-powered tracking and real-time data to assign value across the entire funnel.

• Privacy and consent are built-in from the start, aligning with evolving EU data laws.

• Better attribution helps marketers optimize ad spend and reduce wasted budgets.

Click here to read this story.

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