Marketing channel attribution modelling

by | Jun 23, 2011

1 min read

Different cross-channel models I encountered

  • First Click Attribution
    • Great for new startup company optimising its acquisition process
    • Encourage each channel to be the best at attracting users
  • Last Click Attribution
    • Ideal for company spending a lot of time and effort in improving conversion rate
  • Last Click Attribution unless paid
  • Periodic attribution variation
    • during offline campaigns, especially with TVC, business setup any branded query as Offline campaign

N.B: Restriction for all of those is the persistance of an affiliate cookie.
Check the new Google Analytics Multi-channel Funnel feature for more details


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