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Introduction

Attribution modelling helps marketers to understand the factors that contribute towards key performance indicators. It gives an unbiased view of marketing effectiveness and helps with insights and recommendations on optimal media budget, media channel mix, campaign timing, and pricing and promotion strategies. This paper is a practical introduction to the two main branches of attribution; Econometric modelling and digital attribution. The paper discusses the steps that are taken to build an attribution model and how to choose between different methodologies.

Definitions

Attribution is the task of attributing to marketing touchpoints the contribution towards a key performance indicator.