- At each stage in a consumer's journey toward purchase, different online channels feature most prominently.
- Existing credit-assignment methods, such as the last click, suffer from the problem of attribution— they do not take into account the impact of all those advertising formats that were visited by a consumer contemplating a purchase.
- Four rule-based models can be used for measuring the performance of an advertising campaign— the last-click, time-decay, uniformly distributed, and position-based models.
- Multichannel attribution models have evolved to reflect the growing complexity of attributing credit with each new advertisement format.
Early academic research into attribution modeling...