The Twitter and LinkedIn algorithms both thought it would be a good idea for me to read Gary Angel’s latest post the other day. I’m glad they recommended it since it digs into some really interesting considerations around attribution models.
Giving Credit Where Credit is Due.
We are always attributing some outcome to some action in our analyses – at the most basic level when we report on how many visits came from each traffic source – we are attributing visits to a traffic source.
Attribution models help us understand how marketing channels work together to produce an engaged audience and impact business outcomes. For instance, I would not have visited Gary’s blog if I didn’t get a notification from my social media services that he had posted something new. [Read more…]