A: There are several different types of marketing attribution models. The three most common ones are first-touch attribution, last-touch attribution, and linear attribution. These models fall under a type of attribution model called a rules-based model. The model you choose for your company will reflect the different strengths of your marketing touchpoints.
First-touch attribution refers to the first marketing touchpoint that leads to meeting a business goal. Referring back to the soccer analogy, this is the first set of feet that the ball touches. The model will assign the most credit to this first marketing choice. This model is best to learn about ways to promote engagement.
Last-touch attribution refers to the final marketing touchpoint that happens right before meeting a business goal. The model will pay most attention and assign the most credit to the business deal closers. This model is best to learn about ways to achieve conversion.
Linear attribution refers to each marketing touchpoint that leads to meeting a business goal. Each kick, even the final kick, is assigned an equal amount of credit.
You can adjust rules-based attribution models to assign credit to whichever touchpoints you want to focus on. For example, you can use time-based attribution to assign credit to your most recent touchpoints.
Besides rules-based attribution, there’s also another category called algorithmic attribution. This type of attribution uses machine learning to determine where credit should be assigned. This approach is called the “best-fit model,” and some marketers prefer this model because it’s less work for them. However, it might be a good idea to apply some other types of models to compare to an algorithmic model.