CrossChannelAttribution
CrossChannelAttribution is the practice of assigning credit for a consumer conversion across multiple marketing channels and touchpoints rather than attributing it to a single interaction. It seeks to model the customer journey as non-linear and multi-device, reflecting how people engage with ads, emails, search, social, websites, and offline activities before converting.
Attribution models fall into two broad groups: rule-based and data-driven. Rule-based models include first-click, last-click, linear,
CrossChannelAttribution requires data integration across online and offline channels, multiple devices, and various platforms. This often
Benefits include a clearer view of each channel's impact, better budget allocation, and more informed strategic
Implementation typically follows these steps: map typical customer journeys and conversion events; collect and unify cross-channel