attribute

Definition

In marketing analytics, the act of giving credit to specific touchpoints in a customer's journey for making them finally open their wallet. It's like trying to determine which of your 47 advertisements actually convinced someone to buy, except everyone on your team has a different answer. Attribution modeling is where data science meets office politics.

Example Usage

According to our last-click attribution model, all our conversions come from the final ad they saw, which totally justifies my team's entire budget.

Source: Digital marketing analytics terminology

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