Chapter 3: Attribution Modeling
Chapter 3 of 15
Chapter 3: Attribution Modeling
3.1 Multi-Touch Attribution
Attribution modeling assigns credit to marketing touchpoints that contribute to conversions.
Attribution Models:
- First-Touch: 100% credit to first interaction
- Last-Touch: 100% credit to last interaction
- Linear: Equal credit to all touchpoints
- Time-Decay: More credit to recent touchpoints
- Position-Based: 40% to first, 40% to last, 20% to middle
- Data-Driven: Algorithm-based attribution
3.2 Attribution Challenges
- Cross-device tracking
- Offline conversions
- Long sales cycles
- Multiple decision makers
3.3 Implementing Attribution
Use tools like Google Analytics, Adobe Analytics, or specialized attribution platforms to track and analyze customer journeys.