Analytics Strategist

April 23, 2012

Attribution Model and Attribution Modeling do not mean the same thing

Filed under: misc — Tags: , — Huayin Wang @ 9:27 pm

With great frustration (to myself and many others who speak about attribution model before), I am making a plea here:  please make it clear what do you mean when you write or speak about attribution model!  For those who do not have the patient to think over, pick one from the two most common uses of it:

A:  Attribution Model as a reference to the process or rules about crediting marketing/advertising success to individual campaigns. Names for such commonly used credit allocation rules:  Last-Click, First Click and even distribution etc.

B:  Alternatively, people use attribution model to means the statistical modeling methodology and/or processes in producing the credit allocation rules above – this could be all kinds of control/experiment testing, regression modeling, bayesian statistical modeling etc..  There are arguments about whether the right model has to be causal model, explanatory model or predictive models.

A or B, which one are you? In other words, which one do you mean when you utter “attribution model”?

I am A; and I use “attribution modeling” for B.  This is the best I can do, after quite sometime struggling with it.

I believe this is a serious matter.  To quote Confucius: “If language is not correct, then what is said is not what is meant; if what is said is not what is meant, then what must be done remains undone.”

1 Comment »

  1. Rant over. Brilliant read.

    Comment by Customer Vision (@QuestVision) — May 8, 2012 @ 9:29 am

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