What are the different types of attribution models in marketing?

What are the different types of attribution models in marketing?

There are several types of attribution models, including first-click, last-click, linear, time decay, and position-based models. Each has its own way of assigning credit to different touchpoints in the customer journey.

Can you explain how the last-click model works?

The last-click attribution model gives all the credit for a conversion to the last touchpoint the customer interacted with before making a purchase. It's simple but can overlook the influence of earlier interactions.

What are the advantages of using a linear attribution model?

The linear attribution model distributes credit equally across all touchpoints in the customer journey. This approach provides a more balanced view of how different interactions contribute to conversions.

Which model is best for e-commerce businesses?

It depends on the business goals, but many e-commerce businesses prefer the time decay model, as it gives more credit to touchpoints closer to the conversion, reflecting the urgency of the purchase.