Ben – Great article, but needed to correct details regarding C3 Metrics.
C3 does NOT “apply an equal weight to all touchpoints”. Equal weight is not statistically sound and has never been recommended by C3.
C3 provides a flexible & dynamic platform for determining the proper attribution weights and also provides an Attribution Sandbox where unlimited models can be created and then via linear regression can be compared to other models.
This approach has been validated by the longest running study on Attribution (2+years) which demonstrates a 75% increase in revenue from only a 12% increase in spend for the client.
Please reach out for a demo or additional data so we can help to accurately educate the ad community on available options.
Thanks!
Jeff Greenfield
C3 Metrics