LinkedIn Verification, Disappearing Attribution Models, & What AI Can’t Do
Published On: 10/25/2023
I have a thought for you. Do you remember the last time you had fun while learning something? You probably had a feeling of awe or appreciation. What if we approached our daily routine with more of a beginner’s mindset? There’s always something different in each moment… something it can teach us. We just have to stay open and ready… maybe the beginner’s perspective might make the day a bit more enjoyable!
Now that you’ve got your good thought for the day, let’s jump in!
What conversion model do you use: first-touch, last-touch, OR multi-touch? Apparently, 75% of companies reported using multi-touch attribution! It comes with its challenges though (like double-counting conversions #yikes).
Google confirmed it is dropping 4 of its attribution models in Ads and Analytics. They are doing this due to “low adoption rates.” The AI powered, data-driven-attribution model will be the default with the last-click model still available as an option. The data-driven attribution model is supposed to evaluate the impact each touchpoint has on a conversion and has reportedly led to a 6% increase in conversions for paid search advertisers. However, the model is not transparent about how it scores individual touchpoints, so getting deeper attribution insights will be more difficult.
AI can’t see the big picture for your organization
AI can’t be creative like you
AI can’t empathize with people
Of course, Google is saying AI can help with these things but it’s good to know that AI isn’t the solution for everything. Yea, people power!
Do Good Spotlight 🌟 Alex’s Lemonade Stand 🌟
This foundation is close to our teams’ hearts. The story behind the ALSF is remarkable: When Alex was 4 (she was diagnosed with childhood cancer just before her 1st birthday), she wanted to set up a lemonade stand and use the money she earned to help doctors find a cure. Her first “Alex’s Lemonade Stand,” raised $2,000 in one day. She continued to grow the program with the help of an amazing community of supporters. When she passed away at the age of 8, her stand and inspiration had raised more than $1 million. ALSF was started by her parents in 2005 to continue the work that Alex began. Their mission is simple: to change the lives of children with cancer through funding impactful research, raising awareness, supporting families, and empowering everyone to help cure childhood cancer. We are inspired by Alex’s story and donated in memory of Ronald Hogas. Here’s where you can learn more and support a wonderful cause: Alex’s Lemonade Stand Foundation.
Meta and TikTok are exploring the possibility of ad-free subscription tiers in response to the EU data privacy regulations. It will be interesting to see what the future holds in the US if they roll out a similar version here.
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