How Retail Brands Are Building Fractional Attribution Models

Attribution has been a sore spot for brands, especially those that are diversifying their marketing mixes, for years. There are many different methods to figure out attribution. One that’s increasingly popular is “fractional attribution.” And for so-called DTC brands, which are now diversifying their ad spend beyond Facebook and Google, they’re more likely to allocate their marketing dollars based on a fractional attribution model instead of last-click or click-based attribution model. But the switch isn’t just as simple as opening up a new tab in Google Analytics. Brands that use a fractional attribution model have to have a solid understanding of the purchasing journey of their typical customer, and how to structure tests when trying to figure out what new marketing models to add to the mix. Read more at Digiday.