80% of Marketers Abandoned Last-Click Attribution—Here's What They're Using Instead
In 2025, advanced attribution models and conversational marketing are transforming how organisations approach growth. AI-powered tools now track complete user journeys across multiple touchpoints, enabling teams to optimise both conversion and retention through precise, data-driven insights.
How AI-Powered Attribution Models Transform Marketing ROI
Marketing attribution has evolved significantly. Today, 80% of marketers deploy advanced, first-party data-driven multi-touch models—including time decay, W-shaped, and machine learning approaches.
Privacy regulations limiting third-party tracking have driven this shift. Forward-thinking organisations now optimise spend and content across multiple touchpoints rather than relying on simplistic last-click models.
Year-over-Year Attribution: Unlocking Long-Term B2B Growth
B2B and SaaS organisations increasingly adopt year-over-year (YOY) attribution models to inform strategy and budgeting decisions. These longitudinal approaches capture the extended decision journeys characteristic of complex sales environments more effectively than basic last-click reporting.
Why Conversational Marketing Delivers 3× Higher Conversion Rates
AI-powered chat and messaging have become mainstream. Around 80% of brands now use real-time, two-way customer dialogues, delivering measurable impact:
- Conversion rates reach up to 3× higher than traditional channels
- Sales cycles accelerate by approximately 40%
- Customer satisfaction scores improve significantly through immediate response
Implementing These Strategies in Your Organisation
To implement these approaches:
- Set up multi-touch attribution in your analytics and CRM platforms
- Deploy AI-powered chat or WhatsApp messaging to capture real-time conversions
- Build personalised conversation flows based on user behaviour and segment
Organisations adopting these advanced attribution models and conversational approaches report measurable improvements in marketing ROI and customer acquisition costs.
Adapted from the October 2025 edition of The Modern Work Dispatch, delivering bi-monthly insights into business systems, mindset, and tech trends shaping the new economy.