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Attribution Modeling

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Handbook of Market Research

Abstract

Marketing attribution is the process of allocating appropriate credit to each marketing touchpoint a customer has encountered before conducting the desired customer action, e.g., a purchase. Ideally, this credit should be capturing the incremental effect of the touchpoint on the customer action. Finding this incremental effect is relevant for marketers to decide on budget allocations and to decide how, when, and where to target which customer. This chapter introduces and discusses various marketing attribution techniques. The techniques range from basic attribution techniques, like touch-based attribution and Shapley values, to advanced attribution techniques, like randomized field experiments and Markov chains. The chapter discusses the up- and downsides of each attribution technique, discusses alternative methods if one method is inappropriate, and links this to the concept of incrementality and causality, i.e., to which degree the technique gives proper credits to the different channels or touchpoints the customer has encountered. This chapter is accompanied by the necessary R-scripts to generate the datasets and estimate the attribution techniques, which can also be downloaded at http://www.evertdehaan.com.

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Authors and Affiliations

  1. Departement of Marketing, Faculty of Economics and Business, University of Groningen, Groningen, The Netherlands

    Evert de Haan

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  1. Evert de Haan
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Correspondence to Evert de Haan .

Editor information

Editors and Affiliations

  1. Universität Mannheim, Mannheim, Germany

    Christian Homburg

  2. Inst. Informations Systems and Marketing Marketing & Sales Research Group, Karlsruher Institut für Technologie, Karlsruhe, Germany

    Martin Klarmann

  3. Fakultät für Betriebswirtschaftslehre, Universität Mannheim, Mannheim, Baden-Württemberg, Germany

    Arnd Vomberg

Section Editor information

  1. University of Mannheim, Mannheim, Germany

    Christian Homburg

  2. Karlsruhe Institute of Technology, Karlsruhe, Germany

    Martin Klarmann

  3. University of Groningen, Groningen, Niederlande

    Arnd Vomberg

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de Haan, E. (2022). Attribution Modeling. In: Homburg, C., Klarmann, M., Vomberg, A. (eds) Handbook of Market Research. Springer, Cham. https://doi.org/10.1007/978-3-319-05542-8_39-1

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  • DOI: https://doi.org/10.1007/978-3-319-05542-8_39-1

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  • Print ISBN: 978-3-319-05542-8

  • Online ISBN: 978-3-319-05542-8

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