That’s exactly the situation marketing departments find themselves in without proper marketing attribution models.
Incapable of untangling the mobile no data complex web of influence that leads customers to convert, they are stuck on the bleachers praying they’ve made the right call.
So in this article, we explore everything you need to know about marketing attribution models:
What are they?
How do they work?
And why do over three quarters of all marketers use them?
marketing-attribution
What is Marketing Attribution?
Marketing attribution is a method of assessing which marketing channels most influenced a given conversion.
The conversion could be filling out a form, requesting a demo, making a purchase or any other action you want a user to take.
Of course, there are nearly limitless factors that contribute to any of these actions - and not all of them can realistically be tracked.
That doesn’t mean marketers simply throw their hands up in dismay. Instead, they develop and deploy attribution ‘models’.
But what actually is a marketing attribution model - and how do they work?
What is a Marketing Attribution Model?
Marketing attribution models are frameworks for identifying which channels take credit for a conversion.
