How to Choose the Right Marketing Attribution Model

Now that we have discussed the benefits of attribution in our last playbook, the next step is to choose the attribution model, which suits best to your business or campaigns. 

If you’ve missed our guide on the Benefits of Attribution, please download it here. 

Marketers have always had plenty of choices. So, is with attribution models. To simplify, as we deem attribution to the activity of assigning credit to touchpoints in the consumer journey, various models arise pertaining to the weightage given to each touchpoint. In line with the definition, an attribution model is a rule, or set of rules, that determines how credit for sales and conversions is assigned to various touchpoints in the journey of the consumer.

You’re probably doing a lot of marketing ,but how do you know about its effectiveness ? To gauge the ROI of your marketing efforts proves to be a daunting task for marketers even today. Choosing the right attribution model for your business will help in facilitating key decisions about which channels you will prioritize, optimize or quit. Inability to choose the right model for your business might not hamper your success rate but would definitely hinder your future strategy.

The different models which we talk about here are as follows 

1: First-Click Model

2: Last-Click Model

3: Linear Model

4: Position Based Model

5: Time Decay Model

6. Data-Driven Model

In our report, we not only explain what the models entail but also the practical situations and campaigns under which they work the best. We hope we make your decision on choosing the appropriate model for your business simple. 

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