Towards a taxonomy of algorithmic attribution models - Which is the right model to measure, manage and optimize multiple campaigns?

Abstract

Algorithmic attribution describes the attribution of marketing value to various channels in an algorithmic or statistical way. This discipline is growing in importance rapidly. This growth is due to an increasing number of potential advertising channels, with an increasing ability to track users along the whole customer journey. In this research in progress paper we develop a morphological box of the various algorithmic attribution models. This box is meant as a first step in the iterative development of a full taxonomy, which we intent to use to identify which models various attribution vendors use. This taxonomy will also be useful for the future development of marketing attribution solutions. © 2018 PDF-CONFERENCE. All rights reserved.