ChannelMix Modeling Engine | Rule-Based Attribution Models

ChannelMix builds several rule-based attribution models into its Multi-Touch Attribution dashboard to help users understand what digital marketing activities, channels and campaigns are creating the desired results.

A rule-based model gives credit for a target event as measured by ChannelMix Conversion Tracking, such as a session or a form submission, by using a standard rule that’s applied the same way in almost every situation.

(This is in contrast to ChannelMix's data-driven attribution model, where credit is awarded and weighted according to a marketer’s unique pathing data as captured with ChannelMix ID and ChannelMix Conversion Tracking. The amount of target credit could vary greatly by datasets.)

ChannelMix currently offers the following rule-based models:

First Touch

All the target credit is awarded to the first interaction in a completed path.

first-click.png

Last Touch

All the target credit is awarded to the last interaction in a completed path.

last-click.png

Linear

Target credit is divided equally among each interaction in the completed path. If there were five interactions, each one receives 20 percent of the credit.

linear.png

U-Shaped

Most of the target credit is divided between the first and last interaction — 40 percent each. The remaining 20 percent is equally divided between the remaining interactions.

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Smooth U-Shaped

The first and last interactions receive most of the credit for target event, but the amounts are dynamically adjusted and smoothed so that mid-path interactions receive more credit compared to a U-Shaped model.

Bell

The bell model is the exact opposite of the Smooth-U Shaped model provided for contrast. The bell model uses a Bell curve or normal distribution to attribute the highest credit to the interaction taking place in the middle of the path and the least credit to the first and last interactions. Attribution value falls exponentially as you move from the middle interaction towards the beginning or end of the path.

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Time Decay

More recent interactions are awarded exponentially more credit for target event while earlier ones receive less.

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Configuring Attribution

ChannelMix provides configuration options to clean customer pathing data before running attribution. These configuration options are described in detail in Multi-Touch Attribution - Date Windows.

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