At Odyssey, we apply multi-touch attribution because we firmly believe that every touch point in a customer journey that has lead to a transaction, has a value that is larger than zero. Therefor, we credit all touch points in the customer journey, and suggest a (media) spend for all sources. The amount of spend is determined by the attribution model that you choose to apply.
Want to learn more about marketing concepts, metrics, and terms that concern attribution? Please consider reading our blog articles or check our Attribution Academy and become an online marketing master!