Analytics Strategist

March 5, 2009

the counting game around attribution analytics

Filed under: Datarology, Technology, Web Analytics — Tags: — Huayin Wang @ 3:59 am

How many ways people describe the solution for attribution problem? Let’s count:
        attribution analytics
        attribution modeling
        multi-campaign attribution
        marketing attribution
        revenue attribution
        engagement mapping
        conversion attribution
        attribution management
        impression attribution
        marketing mix modeling
        response attribution
        attribution rules
        multi touch attribution analysis
        advanced attribution management
        online campaign attribution 
        multiple protocol attribution

       (and these do not include: attribution theory, performance attribution etc. – less related to marketing and advertising.)

It is also interesting to read all the different rules and heuristics have been proposed as solutions for attributing conversion to the prior events by the order of them: first touch attribution, last touch, mean attribution, equal attribution, exponential weighted attribution, use engagement metrics as proxy, looking at ratio of first to last attribution etc..

What about all the articles and posts that talking about it?  There are perhaps over 100 of them just making a point about how important it is to think about multi-touch attribution problem and do some analysis –  very interesting indeed.

I am sure that I missed some of the names and rule variations in the lists above.  Please add whatever I missed in the comments to help me out.

The use of different terminologies creates some confusion – making it difficult to stay focus on the core methodology issue.  

Please come back to read the next post on the three generations of attribution analytics.

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