As artificial intelligence transforms advertising analytics, many organizations are rushing to adopt AI tools, hoping for a "magic button" that instantly democratizes data access. It's an appealing vision: marketing teams asking questions in plain English and getting instant insights without SQL expertise or analyst bottlenecks. But generic AI tools often stumble when confronting the specialized world of advertising analytics. They lack a crucial understanding of attribution models, customer journeys and cross-channel measurement.
The report examines the evolving path to purchase and how marketing measurement fits within it, highlighting the failings of most attribution models. Last-touch attribution, while comfortable, simplifies complex consumer journeys into misleading conclusions about effectiveness.