Attribution Modeling for Modern Marketers

Attribution modeling helps you understand the customer journey and assign credit to marketing touchpoints. Choosing the right model impacts how you allocate budget and measure success.

Common Attribution Models

Last-click gives 100% credit to the final touchpoint. First-click credits the initial interaction. Linear distributes credit equally. Time-decay gives more weight to recent touches. Data-driven models use machine learning to assign credit.

Which Model to Use

For B2B with long sales cycles, consider linear or time-decay models. E-commerce with shorter paths might use data-driven attribution. The key is understanding your customer journey length and complexity.