Sales Attribution Models

Sales attribution models are used in data analysis to determine how much credit is assigned to different marketing and advertising efforts to generate sales. Some of the most common sales attribution models include:

• First-click attribution: Assigns all credit for a sale to the first marketing touchpoint that the customer interacted with.
• Last-click attribution: Assigns all credit for a sale to the last marketing touchpoint that the customer interacted with.
• Linear attribution: Assigns equal credit to each marketing touchpoint that the customer interacted with on their journey to making a purchase.
• Time decay attribution: Assigns more credit to marketing touchpoints that occurred closer in time to the sale.
• U-shaped attribution: Assigns more credit to the first and last marketing touchpoints, with less credit given to intermediate touchpoints.
• W-shaped attribution: Assigns more credit to the first, middle, and last touchpoints, with less credit given to touchpoints in between.

Broader Topics Related to Sales Attribution Models

Advertising

The art and science of creating and distributing ads

Data Analysis

The transformation of data to information