Yes, exactly. And the nuance most teams underestimate is why Shapley matters operationally as well & not just philosophically. When you begin to evaluate contributions across all channel permutations, you uncover how upper & mid-funnel touches (like email or content) systematically enable conversion paths that last-touch will fail to acknowledge.
Also, in practice, this is where budget decisions get materially better: you put a stop to over-reliance on conversion closers & start factoring the true value creators in. Yes, it could induce a degree of complexity, but the clarity on cross-channel optimization is hard to ignore.
Yes, exactly. And the nuance most teams underestimate is why Shapley matters operationally as well & not just philosophically. When you begin to evaluate contributions across all channel permutations, you uncover how upper & mid-funnel touches (like email or content) systematically enable conversion paths that last-touch will fail to acknowledge.
Also, in practice, this is where budget decisions get materially better: you put a stop to over-reliance on conversion closers & start factoring the true value creators in. Yes, it could induce a degree of complexity, but the clarity on cross-channel optimization is hard to ignore.