Yuko Saito
Aug 31, 2015

Love's labours lost: The folly of last-click attribution

Multi-channel attribution is about making a play for meaningful customer relationships.

“Who ever loved that loved not at first sight” This Shakespearean question has been asked and perpetuated throughout the ages. It is therefore no surprise that we are inclined to indulge in this notionthe dramatic suddenness of love, driven by irrationality and loss of control.

The irony Shakespeare actually dismisses this concept. His works on instantaneous love are but light farces on romantic confusion. We’re not coldly suggesting...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Giphy's Alex Chung: Why advertisers love branded GIFs
Premium
18 hours ago

Giphy's Alex Chung: Why advertisers love branded GIFs

The founder and CEO of the phenomenally popular search engine for GIFs started monetising his business last year in the US—and has plans to extend sponsored GIF slots to the rest of the world.

Premium
How Tiffany’s China strategy combats economic turbulence
Premium
19 hours ago

How Tiffany’s China strategy combats economic ...

A chat with the company's CEO Alessandro Bogliolo on Tiffany's upcoming Shanghai exhibition, the trade war, and the brand’s overall strategies in China.

Premium
Move and win roundup: Week of July 15, 2019
Premium
19 hours ago

Move and win roundup: Week of July 15, 2019

Ada, Lewis and more, in our weekly collection of people moves and account news.