What is the process of modeling how different channels contribute to conversions called?

Attribution is the process that identifies and assigns credit to various marketing channels for their role in driving conversions. It allows businesses to understand which channels, such as social media, email marketing, paid advertising, or organic search, are most effective in influencing customer decisions and ultimately leading to sales or other desired actions.

This process is crucial for optimizing marketing strategies and budgets, as it provides insights into how different touchpoints work together in the customer journey. By utilizing attribution models, businesses can make informed decisions about resource allocation and campaign planning to enhance overall performance.

While segmentation refers to dividing a market into distinct groups of buyers to tailor marketing efforts, and analytics encompasses the broader evaluation of data to derive insights about business performance, attribution specifically focuses on the impact of different channels on conversions. Conversion tracking, on the other hand, involves measuring the completion of a desired action by a user but does not inherently assign value to the various contributing channels in the process.