The issue with many attribution models, as Danny Kourianos explains in his blog about marketing mistakes, is that they are often too unspecified. I argue in my blog about contribution versus attribution that attribution models don’t give enough credit to each action, that attribution models don’t take all action into account.
Kourianos is right: “The attribution matrix can get very complicated very quickly.” He argues for focusing primarily on ROI, and secondarily on payments. But even doing this sort of attribution ignores a lot of what goes into a purchase.
Marketers should not rule out any part of the sales process as irrelevant. Contribution models are capable of being more thorough and specific than attribution models. Using contribution models, marketers can account for every point on the sales pipeline and will be able to better adjust for future consumers.