AI Attribution
AI-assisted attribution models distribute the value of a conversion across every touchpoint of the customer journey - instead of crediting it to the last click.
AI Attribution
Classic attribution credited the value of a conversion to the last click - making invisible every channel that moved the customer along the way. AI-assisted attribution models distribute the value across every touchpoint of the customer journey: each channel's contribution becomes visible, including those that never get the last click.
Why it matters
Budget decisions based on the last click systematically reward the wrong channels. Only when the entire journey is valued does it become clear which campaigns create demand and which merely harvest it.
The TYS view
Attribution is a judgment tool, not an autopilot: the model distributes value by rules someone defined. Whoever does not know the rules cannot interpret the outputs - and has delegated not the work, but the judgment.