By: Data Driven Marketing Automation – digitalfeu

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He therefore recommends heuristics driven models such as ‘Last Click’, ‘First Click’, ‘Linear Interaction’, and ‘Time Decay’ etc. to determine attribution. (https://www.kaushik.net/avinash/multi-channel-attribution-definitions-models/). This of course stated in 2012, and since then a lot has changed and much more data has flown down the digital highway.
This may be a good time to take you through the heuristics that are widely used in digital attribution. Green shows the extent of attribution.
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