Last touch attribution is a widely recognized model within the realm of marketing analytics. It attributes the success of a conversion to the final interaction the customer has with a brand before making a purchase or completing an action. This concept assumes a linear customer journey, where the last point of contact—whether it’s a click

Markov Chain Attribution Model offers a method to evaluate the effectiveness of different marketing channels by analyzing the probability of each touchpoint leading to a conversion. Unlike traditional models that may oversimplify customer interactions by attributing credit to either the first or last touchpoint, the Markov Chain model takes into account the entire customer journey.

In the realm of digital marketing, deciphering the impact of multiple consumer touchpoints on the final sale is a complex task. The position-based attribution model, a distinct flavor of multi-touch attribution models, offers a novel approach by quantifying the significance of each customer interaction leading to a conversion. This model operates under the premise that