What are the attribution models?

In today’s marketing world, where customers have access to many different channels of communication, understanding which of these channels have the greatest influence on purchasing decisions is critical to a company’s success. To identify and measure the impact of each channel, attribution models are used. Attribution models are analytical tools that help companies assess which marketing channels contributed to conversions and how much they contributed.

1. last model clicked

In the last clicked model, all credit for the conversion is attributed to the last channel clicked that led to a purchase. This is a very simple model, but one that may not capture the full picture of the buying process. For example, if a customer first saw an ad on social media, then clicked on a link in a newsletter and finally went to the company’s website and made a purchase, the entire credit for the conversion would be attributed to the website in this model.

2. the first model clicked

In the first-click model, all credit for conversion is given to the first clicked channel that the customer interacted with. This model focuses on the customer’s first contact with the brand and helps identify channels that generate new customers. However, like the last clicked model, it may not take into account the impact of other channels on the buying process.

3. linear model

In the linear model, equal credit is given to all channels that the customer interacted with before making the purchase. This model takes into account all the channels the customer went through in the buying process and gives them equal weight. This is a good model for companies that want to recognize the contribution of all channels to the sales process.

4. position-based model

In the item-based model, more credit is assigned to channels that occur at the beginning and end of the purchasing process. Intermediate channels are assigned less credit. This model makes it possible to understand the impact of different channels on brand awareness and the purchase decision.

5. time-based model

In the time-based model, more credit is assigned to the channels with which the customer had contact closest to the time of purchase. The credit for channels further away in time is smaller. This model focuses on the channels that had the greatest impact on the purchase decision and are most responsible for closing the sale.

• Why are attribution models important for your business?
• They allow you to understand which marketing channels have the greatest impact on conversions and purchase decisions.
• They help identify channels that generate new customers.
• They provide an opportunity to appreciate the contribution of all channels to the sales process.
• Enable you to understand the impact of different channels on brand awareness.
• They allow you to focus on the channels that had the greatest impact on your purchase decision.

At SARE, a leader in omnichannel marketing, we offer advanced analytical tools that help companies analyze and evaluate the impact of individual marketing channels on the sales process. Our solutions enable effective optimization of marketing activities and optimize marketing budget allocation.

If you want to learn more about our solutions and how they can help your business, visit our SARE website.