Algorithmic Attribution: Choosing the Attribution Model That’s Right for Your Company
Key Takeaways from this article
Most recent or last click model that contributes towards the conversion, the last link in the journey of a customer.
Linear attribution is a fair model which gives an average to all key touches as a contributor to the final conversion with 100 % credit to everyone who participated.
Custom weighted model gives more weight to the ones in the beginning and the last click than in the middle.
As an econometric model, by which one can find out the actual conversions to determine the marketing channel behind the conversions and the touchpoints.