Campaign Attribution is Key to Justifying Marketing Optimism

Another factor to consider is the proportion of influence — i.e., percentage of the sale value or even lifetime customer value — that should be allocated to each interaction, from first click to last. Some retailers will decide to allocate the influence evenly across all touches, particularly if sales cycles are short or to simplify the initial process of understanding attribution. Others will opt to give a higher weighting to touches in the second half of the sales cycle since they're closer to the converting event. Still others vary weightings of different visits based on the number of pages seen during each visit, or in more sophisticated models, the types of pages viewed during each visit.