Attribution

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Attribution
Attribution is defined as the set of the rules which predicts the sales and the conversions assigned to various touch points. The last interaction is an attribution assigned 100% of the credit sales. It precedes the sales and the conversions. 100% credit is assigned to the touch points during the first interaction. Different models of attribution have the impacts on the valuation process of the marketing channels (Tucker, 1025). The conversion value varies according to the models used. The channel which predominated the initial conversion process has greater conversion values depending on the first interaction rather than the last interaction model.
The final touch point is marked by the last interaction attribute. For instance, the customer purchased an item from the site was the last interaction attribution. The advantage is that it receives full credit for the sales made.
The last nondirect click model is an attribution where full credit sales go to the last interaction attribution. In our case, it is the aspect of the customer clicking the email channel via the campaigns. The advantage is that all of the traffic is ignored in this attribution.
The last click on the AdWords is an attribution where there is first click by the customer. The click is termed as the search channel. The advantage is that the customer receives 100% of the credit sale.
The linear attribution has around 40% of the credit assigned in the initial and the final interaction.

The 20% credit is shared uniformly to the mid attributions. For instance, the paid search channel would receive 40% credit and email channel receives 10% credit. The advantage is that there is even distribution of the credit, unlike the other attributions.
The time decay attribution is termed as the touch point whereby the sale and the conversion get almost everything of the credit (Tucker, 1025). However, the direct and the email channels receive almost all the credit since the customer interacts in little time of conversion. The disadvantage is that the social network receives little credit than the email and the direct channels.

Works Cited
Tucker, Catherine. “The implications of improved attribution and measurability for antitrust and privacy in online advertising markets.” Geo. Mason L. Rev. 20 (2012): 1025.