1
Demystifying
Attribution
Models
Bring Clarity
to Your Business
When your marketing team is pumping out a
variety of content across paid, owned, and earned
channels both online and offline, it can be difficult
to track what is really working and what is not. Even
when prioritizing attribution efforts, your results can
still be met with skepticism by decision makers
who know that credit is often attributed in a variety
of contested ways. How do you know the way you
are attributing credit is the most effective for your
business?
Let's review the pros and cons of different
attribution models to see which will help your team
to deliver incredible, personalized customer
experiences and tie every conversion back to the
marketing efforts that led to it.
Hint: This tip sheet will focus on the various
allocation methods that can be used to attribute credit.
When planning your attribution strategy, be sure to also
consider time windows (cookie expirations), time impact
(recency and latency), cross-device experiences, and
media/channel mix (breadth), all of which may factor in
when establishing quality attribution.
