Glossary

Machine Learning Attribution Model

A Machine Learning Attribution Model, within the e-commerce context, is a powerful tool that employs machine learning algorithms to accurately assign credit to different touchpoints along a customer's purchasing journey. It surpasses traditional rule-based models, such as Last-Click or Time-Decay, by embracing all available data and statistically crediting each touchpoint based on its influence on conversion. This model is synonymous with a Data-Driven Attribution Model. Both leverage the comprehensive understanding of various marketing channels and strategies' efficacy, thereby assisting e-commerce businesses in smartly optimizing their marketing spend and improving conversion rates.

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