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Attribution modelling is a system that allows marketeers to decide how to use their marketing spend by analysing the ways in which their target audience has reached their site, and the journey they took.
Modern internet shoppers are savvy. They don’t always buy the first thing they see the first time they look at it online. Often, they’ll visit the site a number of times and they may arrive by a different channel each time.
This document will go into more detail surrounding the processes involved.