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What is attribution modeling?

What is attribution modeling?

Feedly.com | Saturday, 12 Jan 2019 9:05 am | Headlines
Understanding the steps a customer takes before converting can be just as valuable to marketers as the sale itself. Attribution models are used to assign credit to touchpoints in the customer journey.

For example, if a consumer bought an item after clicking on an display ad, it’s easy enough to credit that entire sale to that one display ad. But what if a consumer took a more complicated route to purchase? She might have initially clicked on the company’s display, then clicked on a social ad a week later, downloaded the company app, then visited the website from an organic search listing and and converted in-store using a coupon in the mobile app. These days, that’s a relatively simple path to conversion.