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Attribution Modeling Definition

Marketing Definitions

21 Aug 2019 • 1 min read • Austin shong

Attribution Modeling Definition

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:

  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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