u/QuietFrontier44

Last-click is making this really difficult. Our campaigns are getting more integrated: we might have a celebrity or macro-influencer, a PR push with exclusive stories, an IRL experiential moment, and then a paid layer boosting the content. The problem is that our reporting is still largely last-click, so paid search ends up getting most of the credit while the influencer, PR and event layers look much weaker than they probably are. I’m curious how other brand and agency teams are handling this. Are you using multi-touch attribution, branded search lift, social listening, promo codes, holdout tests, or something else? Especially interested in approaches that work for mid-market brands without needing a huge data science team.