What are Attribution Models?
Attribution models serve as a set of rules that determine how your marketing touch points receive credit for their impact on a conversion. For example, some marketers may only be interested in the last touch that a customer has with a campaign, or channel before making their purchase. Conversely, you and your team may want to know each of the touch points that the customer had leading to the purchase to understand the full picture. This information, however you choose to model it is important for intentionally crafting your customer journey. If you are aware of the touch points your customers have ahead of their purchases, you can better optimize your content and streamline your path to purchase.
What are the Different Attribution Models?
Attribution models include: First interaction, last interaction, last non-direct click, linear, time decay, position based. Each one of these attribution models tells you a different story about the different stages of the customer journey. If you need to optimize for your successful early touch points or you have the best conversions with the last interaction, attribution model data will provide you with evidence for where you should spend your marketing dollars.