Put simply, marketing attribution is the analytical science of determining which marketing tactics are contributing to sales or conversions. Marketing attribution is the practice of evaluating the marketing touchpoints a consumer encounters on their path to purchase. The goal of attribution is to determine which channels and messages had the greatest impact on the decision to convert, or take the desired next step. There are several popular attribution models used by marketers today, such as multi-touch attribution, lift studies, time decay, and more. The insights provided by these models into how, where, and when a consumer interacts with brand messages allows marketing teams to alter and customize campaigns to meet the specific desires of individual consumers, thus improving marketing ROI.
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