The rise of advanced advertising attribution models

As advertising becomes more complex and marketers struggle to track and measure the effectiveness of their campaigns, the rise of advanced advertising attribution models can help them do so. These advanced models can more accurately assign credit for conversions to the various channels and touch points that contributed to them.

One of the most popular of these models is the last-click model. This assigns all the credit for a conversion to the last channel or touch point used before the conversion occurred. While this model is easy to understand and use, it is not very accurate, as it ignores all other channels that may also have contributed to the conversion.

A more accurate model is the first-click model. This assigns all credit to the first channel or touch point used. While this model is also relatively easy to use, it is also not always accurate, as it ignores all other channels that may also have contributed to the conversion.

A more sophisticated attribution model is the weighted model. This assigns different weights to different channels, depending on how much they contributed to the conversion. This model is more accurate than the last-click and first-click models, but it is also more complex to use.

Finally, there is the customer journey model. This model takes into account all the different channels and touch points with which the customer interacted before converting. It is the most accurate of all the models, but it is also the most complex to use.

So which of these models is the best? The answer is, it depends. Each model has its own strengths and weaknesses, and the best model for your business will depend on your specific needs and objectives. 

So with the rise of advanced attribution models, knowing which one is right for you will depend on testing different models and seeing which one gives you the most accurate results. You can do this by creating a test group of customers who have converted and comparing the results of the different models. This will help you determine which model is the best fit for your business.

DATORAMA QUOTE:

"First touch: awards 100 % of credit to the first point of contact seen in the attribution retrospective window.

Last touch: awards 100 % of credit to the most recent point of contact that occurred prior to conversion.

Linear touch: gives equal credit to each touchpoint seen that leads to a conversion.

Time decay: goes according to an exponential decay with a custom half-life parameter. The default value is 7 days. The weight of each channel depends on the amount of time that passed between the start of the point of contact and the final conversion."