Marketing attribution is calculated across various measurement platforms (such as Google Analytics, Prescient, etc.) by using various models such as single-touch attribution models (examples include last-click and first-click models), multi-touch attribution models (examples include linear, time-decay, and position-based models) or marketing mix/media mix models (this includes regression analysis). These models attribute credit to different touchpoints based on set rules or algorithms that reflect their impact on the conversion. Multi-touch attribution models tend to use rules while marketing mix or media mix models use algorithms and statistics.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is Google’s attribution model?
Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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