Adotas: No Country for Last-Click Attribution

As written in No Country For Last-Click Attribution

It’s known for its Biblical depiction of good, evil and great cinematography. But there’s a scene in the Coen brothers’ 2009 Academy Award-winning film “No Country for Old Men” that parallels digital marketing.

It’s near the beginning. The villain, Anton Chigurh (Javier Bardem) walks into a deserted South Texas filling station and asks the proprietor to call a coin flip. The proprietor is understandably terrified. Chigurh asks the proprietor to guess the year of the coin before he flips it.

Chigurh says, “1958. It’s been traveling twenty-two years to get here. And now it’s here. And it’s either heads or tails. And you have to say. Call it.”

Just like that coin, the journey consumers take before they click the final “submit” or “purchase” button has its origination a long time before. While many analysts and agencies focus on “last click” attribution as the most important event in this journey, new research suggests that another event, or groups of events, may be even more important. That event is the origination or, if you will, when the coin was minted.

Read the entire article at Adotas