How Machine Learning Will Impact Marketing?

Google announced that it is officially killing last-click attribution at Marketing Next 2017, the companies annual event to promote ad products, analytics, and Double Click. Google launched Google Attribution, the companies new product which uses machine learning to assign a weighted value to every different touch point along the consumer's path to purchase. Last-click model used by digital marketers gives the last-click credit for sale or conversion. With the convergence of offline and online channels, the model was always debated to be not suitable when it comes to evaluating media effectiveness. With this new attribution model, the goal is to bring in more efficiency when it comes to media spends across channels and devices.