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
• Emails
• 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:

1. First interaction: 100% of the credit goes to the first touchpoint
2. Last interaction: 100% of the credit goes to the final touchpoint
3. Time decay: the further into the journey, the higher the credit
4. 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.

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Popularity of the term Attribution Modeling

Concept related to Attribution Modeling

• Cross channel marketing
• Cross device marketing
• Customer journey

Additional resources about Attribution Modeling

• What is attribution modeling?
• All 11 Marketing Attribution Models, Explained
• An In-Depth Look at Attribution Modeling in Digital Marketing