Attribution analysis is the understanding of the impact each channel has for conversions across different sessions, and how to appropriately recognise their impact throughout the entire customer journey.
Most web analytics packages use last or first click attribution, effectively under or over-estimating the impact of all touchpoints involved in a customer journey.
Custom data-driven attribution models algorithmically analyse all customer paths, taking into account both converting and non-converting users. This provides a more complete and actionable view of which digital channels and keywords are performing best across sessions and devices so you can make better decisions about where to invest your marketing resources.
Data-driven attribution uses the Shapley Value solution concept from co-operative game theory to provide algorithmic attribution recommendations for each of the channels that are defined in the MCF Channel Grouping.
It assigns partial credit to marketing touch-points, based on the impact of your marketing efforts on the relevant success metric that you've set up. Through this, data-driven attribution modeling can help you with more advanced attribution, automatic model adjustments and to discover new ways to optimise your advertising ROI.
It immediately begins analysing your data - your first data-driven attribution model will be available in your attribution reports within seven days.