To allocate marketing resources effectively, it is
essential to know which channels and elements of the marketing mix are driving conversions.
Attribution models help to assess the importance of each channel in driving conversions. The
most widely used models, depicted in Exhibit 27.9, use heuristics or thumb rules to
allocate credit for conversions to different touchpoints along the customer journey. The
allocation criteria for these models are as follows:
Last Touch Attribution: Recognizes solely the marketing channel
directly preceding the conversion.
First Touch Attribution: Credits only the first marketing channel
in the customer’s journey.
Linear (evenly weighted) Attribution: All channels get equal
credit.
Position Based Attribution: First and last channels get greater
credit than the rest.
Time Decay: Attribution decays exponentially from last to first
touch.
Customized: Attribution is based on some thumb rules.
Use the Search Bar to find content on MarketingMind.
Digital Marketing Workshop
Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.
Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.