What is the purpose of attribution modeling?

The purpose of attribution modeling is to determine the value of each touchpoint in the customer journey leading to a conversion, such as a purchase or sign-up. Because customers interact with various marketing channels and content pieces before converting, attribution models assign credit to each touchpoint to understand its impact on the final outcome. This allows marketers to optimize their campaigns by allocating resources to the most effective touchpoints and improving the customer experience across the entire journey. Different attribution models, such as first-touch, last-touch, and multi-touch, assign credit differently based on various assumptions about customer behavior.