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:
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.
Popularity of the term Attribution Modeling