The oversimplification of First and Last Click models, where 100% of the value of the conversion is given to the first or last marketing engagement, completely ignores all the previous points in the customer journey: almost the same as applying no attribution at all! Using a data-driven multi-touch approach to attribution allows marketers to see the full customer journey and weight the influence of each touchpoint in a logical way which gives a clearer understanding of where budget should be spent to increase ROI.