Guides

Last touch attribution is a widely recognized model within the realm of marketing analytics. It attributes the success of a conversion to the final interaction the customer has with a brand before making a purchase or completing an action. This concept assumes a linear customer journey, where the last point of contact—whether it’s a click […]

Markov Chain Attribution Model offers a method to evaluate the effectiveness of different marketing channels by analyzing the probability of each touchpoint leading to a conversion. Unlike traditional models that may oversimplify customer interactions by attributing credit to either the first or last touchpoint, the Markov Chain model takes into account the entire customer journey.

In the realm of digital marketing, deciphering the impact of multiple consumer touchpoints on the final sale is a complex task. The position-based attribution model, a distinct flavor of multi-touch attribution models, offers a novel approach by quantifying the significance of each customer interaction leading to a conversion. This model operates under the premise that

Understanding how various marketing touchpoints contribute to a customer’s decision to purchase is essential for businesses seeking to optimize their advertising strategies. The time decay attribution model is an insightful approach that attributes the success of conversions to multiple customer interactions over time, with a greater emphasis on the interactions that occur closer to the

In the realm of marketing attribution, the concept of attributing success to the initial interaction a customer has with a brand is known as first-touch attribution. This model assigns the full value of a conversion or sale to the first point of contact that a prospective customer has with a marketing channel or campaign. By

In today’s fast-paced business world, the ability to swiftly communicate complex marketing strategies is invaluable. A one-page marketing plan distills the essence of a business’s marketing efforts into a clear, concise document. It serves as a quick reference guide that aligns teams and steers marketing activities toward defined goals. This streamlined approach enables businesses to