LTA vs. MTA

You knew this would happen at some point as a Marketing Analyst; the Director of Marketing wants to know what attribution model you recommend they use in the future. Currently, last touch attribution is the norm at your company because most of the spend was on paid search, historically.

Now that the marketing program is more mature, with a more diverse set of channels, the director wants to evaluate multi-touch attribution versus last touch attribution. Your job as a Marketing Analyst is to explain both methodologies and their potential impact on marketing reports.