Attribution Models

Attribution models are frameworks used to determine how different marketing efforts contribute to customer decisions, particularly in making a purchase. Imagine a customer sees an ad, clicks through an email, and visits a website before buying a product. Attribution models help businesses understand which of these interactions influenced the sale and to what extent. This knowledge allows companies to allocate their marketing budget more effectively, optimizing strategies to improve customer engagement and drive sales. Common models include “first-touch” (the first interaction) and “last-touch” (the final interaction before purchase), among others.