Retail Media
Attribution models
Attribution models decide how credit for a sale is shared between touchpoints: first-touch, last-touch, linear and time-decay are the most common.
The main models
- First-touch: all credit goes to the first touchpoint the shopper met.
- Last-touch: all credit goes to the last touchpoint before purchase. The most common model, because it is simple.
- Linear: credit is shared equally between every touchpoint.
- Time-decay: touchpoints closer to the purchase get more credit.
In store
Because Shoppermotion knows the order in which each trip met every placement, all four models can be applied to in-store media, and compared with each other on the same campaign.