In marketing, ‘attribution’ refers to the process of identifying a set of user actions (also known as “events” or “touchpoints”) that contribute to a desired outcome, and then giving each of those actions a specific value. The goal is for marketers to enhance their understanding of which combinations of events, in which particular order, can effectively influence consumers to engage in a desired behavior. With the rise of digital platforms and the growing availability of sophisticated data-gathering tools, attribution models have grown increasingly prevalent – and increasingly important.
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