To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
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Introduction
Attribution modelling is the method used to measure the monetary impact a piece of communication has on real business goals, for example: sales, customer retention, revenue and profit.
It is a ‘catch-all’ term for changes to reporting structure and communication that allow us to move away from the familiar reporting language of digital marketing (time on site, engagement rate, click through rate, etc.), and translate these metrics into the valuable language of business reporting (volume of sales, net profit, percentage of returning customers).
And critically how to do this efficiently, accurately and exhaustively.
This paper will explore what attribution modelling is, how to implement it, and review common attribution models, which will help define the best starting point for your business.