Jump to:Definitions | Where to start | Essentials | Further reading
Definitions
Attribution: In marketing, attribution -- often referred to as multi-touch attribution -- identifies a set of user actions, including actions such as events and touchpoints, that contribute to a desired outcome, assigning value to each of these actions. Attribution helps marketers understand what combination of events in what particular order influence individuals toward whatever the desired outcome is – which is typically referred to as a conversion.
Sales incrementality measurement: This type of measurement quantifies the causal effect of...