iSOCRATES Glossary of Programmatic Terms

Attribution Models

Composed of rules, or sets of rules, that determine how credit for sales and conversions are assigned to touchpoints in conversion paths. For example, the Last Interaction Model assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. Other models include: Heuristic models, Shapley models, Data-driven probabilistic models, and Agent models. Bidding and budget allocation can be done with Multi-Touch Attribution models (MTA).


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