Heuristic attribution models

Heuristic attribution models are based on rules of thumb. They are easy to implement and understand but are not data-driven. The rules are simple, such as, “Let’s give full credit to the last ad the user saw,” and not being data-driven means that regardless of the user journey, we always apply the same rule or heuristic to give credit to a channel for a conversion. In Figure 11.2, you can see a summary of the different heuristic attribution models, where credit refers to what channel we give value for the conversion, and to what degree:

Figure 11.2 – Different heuristic attribution models

Let’s have a look at each one of them:

• Last touch attribution: In this model, full credit is given to the last touchpoint in the customer journey. This model will maximize efficiency and ROI for Bottom of Funnel (BoFu) channels, such as a paid search. If the focus of the marketing team is conversion...