What are some examples of attribution models?

What are some examples of attribution models?

Attribution models are frameworks that help marketers understand how different touchpoints contribute to conversions. Some examples include: 1. Last Click Attribution 2. First Click Attribution 3. Linear Attribution 4. Time Decay Attribution 5. U-Shaped Attribution.

Can you explain how the Last Click Attribution model works?

Sure! The Last Click Attribution model gives 100% of the credit for a conversion to the last touchpoint a customer interacted with before making a purchase. This model is simple but can overlook the influence of earlier interactions.

What about the Linear Attribution model?

The Linear Attribution model distributes the credit for a conversion equally across all touchpoints in the customer journey. This means that every interaction, from the first to the last, gets the same amount of credit.

Are there any drawbacks to using these models?

Yes, each model has its drawbacks. For instance, Last Click can ignore the impact of earlier interactions, while Linear may oversimplify the customer journey by treating all touchpoints as equally important.