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Demystifying Attribution Models: Bring Clarity to Your Business

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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.

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