First Interaction Attribution Model :
The first interaction attribution model assigns 100% of the credit for the conversion to the first touchpoint the customer had with the brand. The basic premise behind this model is that the first contact is the one that plays the most crucial role in introducing the brand to the customer. It is at this point that the first bond is established, capturing the customer’s attention and marking the beginning of the journey that eventually leads to the conversion.
This model is especially relevant hungary phone number material in industries where brand awareness and capturing customer attention are significant challenges. For example, in highly competitive sectors or emerging markets, the ability to capture a potential customer’s attention can be decisive in guiding them toward an eventual purchase. The first interaction model helps companies identify which channels or tactics are best fulfilling this crucial initial engagement role.
Last Interaction Attribution Model :
The last interaction attribution model focuses on assigning 100% of the credit for the conversion to the last touchpoint the customer had before completing the conversion. This model is based on the idea that the customer’s last action is what ultimately drives them to make the purchase decision, giving all the credit to that final interaction. It is an approach that simplifies the complexity of the customer journey by focusing exclusively on the conversion point closest to the desired outcome.
This model is especially popular in industries or campaigns where the final phase of the buying process is seen as the most critical. For example, in e-commerce, where conversion is defined as an online purchase, the final click on a “buy now” button is considered crucial, as it is the action that ultimately translates interest into an actual sale.
Linear attribution model :
The linear attribution model equally distributes credit for the conversion across all the touchpoints the customer had along their journey. This approach considers each interaction to have the same weight and importance in the process of leading the customer to the final conversion. It is a model that equally values each stage of the marketing funnel, from initial acquisition to closing the sale.
This model is useful in situations where each touchpoint is perceived as a necessary and integral step in the customer journey. In complex campaigns involving multiple channels and tactics, the linear model provides a balanced view that allows companies to recognize the role of each interaction in the conversion process.
