Basic attribution models in multi-channel analytics

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Attribution. Determines how much each channel contributed to the conversion. There are different attribution models: linear, positional, time-decay, and others.
Touch Sequence. Considers not only the number of touches, but also their order. Sequence analysis helps you understand which channel is effective at each stage of the funnel.
Segmentation: Divides the audience into groups based on different criteria (e.g. age, interests, geography) to fine-tune campaigns.
Budget optimization. Based on data about each channel, it allows you to direct funds to those that show the best results in terms of conversions.
multi-channel analytics
Attribution is one of the most important aspects of multi-channel analytics. Let's look switzerland phone number list at several popular models that help distribute the contribution of channels:
Last Click: Gives all credit for the conversion to the last channel the customer interacted with. Suitable for short-term campaigns where the last action matters.
First click. Conversion is counted for the first touch. Suitable if the goal is to attract a new audience.
Linear model. Distributes credit evenly across all channels. Works well for long, complex funnels.
Time-Decay. The closer a touch is to conversion, the more weight it is assigned. Useful for analyzing sales with a long decision-making cycle.
Positional model. The first and last touches receive most of the importance, the rest are distributed evenly. It is used if both the first contact and the closing of the deal are important.
multi-channel analytics