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Channel Attribution Models
Analytical models used to assign credit for conversions to different marketing channels, helping to understand their impact on the overall marketing mix.
Implications
Analytical frameworks used to determine how different marketing channels contribute to sales or conversions, helping companies allocate marketing budgets effectively by understanding the impact of each channel.
Example
Example: A retail company uses a multi-touch attribution model to analyze how its email, social media, and search ads work together to drive online sales, leading to more informed budget decisions.
Related Terms
Different from last-click attribution, which gives all credit to the final touchpoint, channel attribution models consider the cumulative impact of multiple channels.
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