Feature Attribution: The Missing Piece in Your Marketing Performance Puzzle
Marketing attribution has never been more complicated. You’re running campaigns across Google Ads, Facebook, email, and maybe a dozen other channels. A customer clicks your Instagram ad, reads three blog posts, downloads a guide, gets two follow-up emails, and finally converts after clicking a retargeted display ad. Which touchpoint gets credit for the sale?
Traditional attribution models use rigid, predetermined rules. First-click attribution gives all credit to the initial touchpoint. Last-click assigns everything to the final interaction before conversion. Linear models split credit equally across every touchpoint. These …