Attribution Model Comparison for Small Teams
Compare ways of crediting channels.
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Teach me how different attribution models would credit my channels and which is good enough for a small team. My typical customer journeys (paths of touchpoints before purchase): [JOURNEY_EXAMPLES]. Channels: [CHANNELS]. Conversion value: [CONVERSION_VALUE]. First, work through this example so I see the method. A customer sees a social ad, later clicks a search ad, then opens an email and buys for 100. - Last click: email gets 100. - First click: social gets 100. - Linear: social, search, email get 33.3 each. - Position-based (40/20/40): social 40, search 20, email 40. - Time decay: later touches get more, for example 20/30/50. Now apply all five models to my journey examples in a table: Channel | Last click | First click | Linear | Position-based | Time decay. Show the arithmetic. Then explain: which channels look better or worse under each model, what each model hides, which two models to review side by side, and the limits of attribution data (cookies, privacy settings, offline influence). Recommend a simple practice for my size, such as asking customers how they heard about us plus one model, and describe how to check the result against a test, such as pausing a channel for a few weeks.
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