Which attribution model should a DTC brand use?
No single attribution model is truthful on its own. Eight models each answer a different question about the same spend; pick the model per decision, and sanity-check all of them against incrementality rather than treating any one number as ground truth.
The full write-up, with the numbers and the sample sizes behind them, is in progress. The sections below mark exactly what is coming.
The eight models
Figure and sample size to come.
How to pick per decision
Figure and sample size to come.
When it does not hold
Figure and sample size to come.