Multi-touch attribution is functionally over for UK marketers. Signal loss, AI-mediated discovery, and the underlying interpretive nature of MTA models have broken the framework beyond practical repair.
The replacement is a three-layer measurement stack: marketing mix modelling for budget allocation, geo and holdout incrementality tests for tactical decisions, and AI-driven decisioning agents that act on signal in real time.
61% of UK marketing teams still report multi-touch attribution as their primary measurement source — despite 78% of the same respondents privately rating its accuracy as low or very low.
Published by Creative Marketing Research, the independent research division of Creative Marketing Group.