Zinman is showing us an example of a full funnel attribution exercise, meaning the practice measuring the correct partial value of each interactive ad that drove a desired outcome (per Forrester). He
noted that we tend to give 100% credit to the last click, which naturally favors search and short-changes everything else. But he also points out that traditional media have developed sophisticated
attribution models -- including for example TV ads, because "obviously no one is clicking on TV ads." It's a pretty convincing argument: after all, TV has dominated advertising spending for decades
with what is mostly branding (as opposed to direct response) messages, so there is undeniable value there.
