Before making an online purchase, clients usually touch different types of ads e.g. search (PPC, SEO), email, social, display. Attribution models define rules on which marketing channel or touch point gets credit for conversion. Then it is possible to calculate ROI for specific channel and optimize ongoing campaigns.
There are various methods of attribution and non is perfect. Because of many constraints like lack of reliable cross-device tracking or TV, radio, WoM influence measurement, attribution model shouldn’t be the only factor to shape marketing spend and strategy.
Have a look on the graphics below presenting the most popular attribution models.
… and check out other marketingDistillery.com articles on marketing attribution:
- What is the best attribution model? by Pascal Moyon
- Marketing channel attribution on big data – on the fly calculation with AWK by Krzysztof Osiewalski
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