Fractional Attribution includes equal weights, time decay, customer credit, and multi-touch / curve models.Simple or last-click attribution is widely considered as less accurate than alternative forms of attribution as it fails to account for all contributing factors that led to a desired outcome. Single Source Attribution (also Single Touch Attribution) models assign all the credit to one event, such as the last click, the first click or the last channel to show an ad (post view).Additionally, multiple attribution models have evolved over time as the proliferation of digital devices and tremendous growth in data available have pushed the development of attribution technology. This change has impacted how marketers measure the effectiveness of advertisements, as well as the development of new metrics such as cost per click (CPC), Cost per thousand impressions (CPM), Cost per action/acquisition (CPA) and click-through conversion. Resulting from the disruption created by the rapid growth of online advertising over the last ten years, marketing organizations have access to significantly more data to track effectiveness and ROI. Typically, attribution data is used by marketers to plan future ad campaigns and inform the performance of previous campaigns by analyzing which media placements (ads) were the most cost-effective and influential as determined by metrics such as return on ad spend (ROAS) or cost per lead (CPL). Understanding the entire conversion path across the whole marketing mix diminishes the accuracy challenge of analyzing data from siloed channels. Visibility into what influences the audience, when and to what extent, allows marketers to optimize media spend for conversions and compare the value of different marketing channels, including paid and organic search, email, affiliate marketing, display ads, social media and more.
The purpose of marketing attribution is to quantify the influence each advertising impression has on a consumer's decision to make a purchase decision, or convert.
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By most accounts, the current application of attribution theory in marketing was spurred by the transition of advertising spending from traditional, offline ads to digital media and the expansion of data available through digital channels such as paid and organic search, display, and email marketing. The roots of marketing attribution can be traced to the psychological theory of attribution. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.
In marketing, attribution, also known as multi-touch attribution, is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events.
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