To attract new customers through marketing campaigns is more complex thanks to the new channels where consumers reach a brand. This makes the way to reach the consumer to be more complex.
The aim of attribution modeling is to understand the influence each advertising impression has on a consumer’s decision to make a purchase decision.
To provoke the decision of purchase is a direct goal, but there are also indirect goals in this complex relationship between a consumer and a brand. By this reason another goal of attribution modeling is to convert visibility into what influences the audience, when and to what extent.
The main restriction in marketing is budget and good marketers know how to maximize the money their customers want to spend. So ROI of marketing campaigns is on debate. This article talks about it with some good examples to understand better the attribution modeling.