What is Attribution Modeling?
Attribution modeling definition: attribution modeling is a set of rules that allows you to assign a value to the different stages of a customer’s conversion journey.
Attribution modeling is used for multi-channel marketing where potential customers interact with many different touchpoints, such as:
- Blog content
- Social media posts
- Landing pages
- Pricing pages
To discover which of those pages had the most influence on a customer’s decision to buy.
There are four main attribution models marketers use:
- First interaction: 100% of the credit goes to the first touchpoint
- Last interaction: 100% of the credit goes to the final touchpoint
- Time decay: the further into the journey, the higher the credit
- Linear: credit is shared evenly across all touchpoints
These attributions are assigned manually from interpreted data and are not assigned through machine learning or analytics software.