An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.
For brand marketers, ever concerned about ROI, measuring the efficacy of their campaigns — that is, to tell if they’re actually driving sales — is a constant headache. But how to attribute a sale to a given piece of marketing as the number of marketing channels out there seems to grow exponentially? It turns out there are many attribution models, which comes as both a curse and a blessing.
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