In long-running campaigns, I still typically want to be able to measure changes to performance over time.
With a fluency in the ramifications of the attribution models and windows, I like to look at multiple attribution models (last-click and parabolic multi-touch) to draw conclusion about performance.
My takeaway from the post was simply, "Be aware of how much attribution models influence metrics," and I think that's a critical point.
Indeed, that is the most salient point. I like your suggestion of looking at many attribution models to assess true performance. This seems especially relevant in larger organizations where there is an incentive to game the budgeting process - presenting just the best possible case is what marketing is all about but can lead to skewed perspectives of success.
With a fluency in the ramifications of the attribution models and windows, I like to look at multiple attribution models (last-click and parabolic multi-touch) to draw conclusion about performance.
My takeaway from the post was simply, "Be aware of how much attribution models influence metrics," and I think that's a critical point.