What is Digital Attribution Modelling?

The science of assigning credit to each digital touch point (publisher, Ad Network) of the customer journey based on that touch point’s influence on the ultimate conversion decision. The ‘last touch’ model is most commonly used today. There are some major shortcomings with this model in that it inherently assigns far too much value to the bottom of the purchase funnel and is highly susceptible to attribution fraud. Also, it doesn’t consider factors outside of digital such as TV, outdoor, press, radio, so as a result it doesn’t give you a complete picture.


Measure what matters

There’s never been more data, tools and service providers available to evaluate the business return from marketing investments


Media glossary

A guide to help you understand the most commonly used terms in the media and marketing.