What are common attribution models in marketing?

What are common attribution models in marketing?

Common attribution models include 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 the first-click attribution model?

Sure! The first-click attribution model gives all the credit to the first interaction a customer has with your brand, regardless of subsequent interactions.

What about last-click attribution?

Last-click attribution assigns all the credit to the last touchpoint before a conversion, which is useful for understanding what final push led to the sale.

How does the linear attribution model work?

The linear attribution model distributes credit equally across all touchpoints in the customer journey, giving a balanced view of each interaction's impact.

Which model is the best to use?

The best model depends on your specific goals and customer journey. It's often beneficial to analyze multiple models to get a comprehensive view.