The article below offers a solid attribution overview. James asks a great question here 1) to highlight that, yes, we can and do measure and predict attribution 2) to show blindly applying a model can give you a harmful answer 3) because its so important to understand the mind of the consumer and their experience with your communications. My answer: balance data availability, context and decision integration and any of them could be very useful to you. We do versions of funnel all the time and combine with other kinds of models including media mix to get a great bearing on the a productive answer.
James outlines three levels of attribution:
- Full Funnel
- Post-Click or Last-Click
- Post View
- Equal Attribution
- Fractional Attribution
One I would add which is also quite valuable would be Integrated Attribution. Shoot me an email if you want to know more about this option. It puts attribution in context of a Media Mix model and above the line communications activities.