Custom Attribution Models

1. Introduction

Custom attribution models help businesses understand how different marketing channels contribute to conversions. Unlike standard models (like last-click), custom models allow for flexibility and tailored insights based on specific user journeys.

2. Key Concepts

• Attribution: The process of assigning credit to various marketing touchpoints.
• Touchpoint: Any interaction a user has with a brand (e.g., visiting a website, clicking an ad).
• Conversion: When a user completes a desired action, such as making a purchase.
• Multi-Touch Attribution: Assigning credit across multiple touchpoints rather than a single one.
• Data-Driven Attribution: Models that leverage machine learning to determine how much credit each touchpoint deserves.

3. Steps to Create a Custom Attribution Model

1. Define Your Goals:

   Identify what conversions you want to measure (sales, sign-ups, etc.).

2. Collect Data:

   Gather data from all marketing channels and user interactions.

3. Choose a Model Type:

   Decide on the type of attribution model (linear, time decay, position-based, etc.).

4. Implement the Model:

   Use analytics tools or create a custom algorithm to apply the model.

   function calculateAttribution(data) {
       // Custom logic to calculate attribution based on your model
       return attributionResults;
   }

5. Analyze Results:

   Review the performance of your attribution model and make adjustments as needed.

6. Iterate:

   Continuously refine your model based on new data and insights.

4. Best Practices

• Ensure Data Accuracy: Regularly audit your tracking setup.
• Be Flexible: Adapt your model as your marketing strategies evolve.
• Compare Models: Test different models against each other to find the most effective one.
• Engage Stakeholders: Involve your marketing, sales, and analytics teams in the model creation process.

5. FAQ