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The customer journey stopped looking like a funnel long ago, but whether the best updated metaphor is a solar system or a crazy straw remains to be seen.
That is to say customer journeys are increasingly complicated. So is tracking them. And that, in short, is why Adobe has added the Attribution IQ tool to Adobe Analytics Cloud, it announced on Monday at the Cannes Lions festival in France.
Adobe said Attribution IQ removes reliance on first-touch (like a search ad or initial website visit) and last-touch (conversion) attribution, so users better understand overall consumer behavior.
Trevor Paulsen, senior product manager at Adobe Analytics, said first and last touch are limited because they “[ignore] all of the relationships that may have happened between those two things—between the very first and very last [interaction].”
Attribution
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