Choosing an attribution model: When, not which
Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer.
Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model. The reality, though, is that no single attribution model can be the standalone source of truth — because no single attribution model can paint the full picture.
Part of the reason that attribution models are so difficult to agree on is what they are designed to do: to determine what is adding the most value. Each person, team or agency is likely to be partial to the attribution model that gives the most credit to their work.
Obviously, if you bring your team — or your agencies — into one room to agree on an attribution model, you’ll make them very uncomfortable. So how can you decide which model to use? The truth is that the question should not be about which model to use but when to use each model.
Before we dig into that further, let’s walk through the most common models and their use cases.