Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.


  • 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...

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