Entries by Jeff Greenfield

Why Is Multi-Touch Attribution (MTA) Better Than Last Touch?

Imagine the adrenaline pump that astronaut Neil Armstrong and his crew must have felt, preparing to hurdle through space with the intention of landing on the moon. And, imagine having to entrust your very life to the veracity of the extensive research done to prepare for such a historic journey. Research is creating new knowledge. […]

Who (Really) Wins and Loses With Multi-Touch Attribution (MTA)?

We’ve often been asked this question, because when you move from a world where the last touch has received 100% of conversion credit, to multi-touch attribution (MTA), somebody’s got to lose, right? The answer is: MTA actually creates more winners than losers. Let’s look at the four major stakeholders: Advertiser/Agency, Networks, Search, and Affiliate. 1. […]