Conversion

What caused the conversion? Establishing exact causality is very hard. For example, unknown to us, a conversion event might have occurred after the lead read one posts, seen a Digital Advertisements, received our Newsletters as a forward, or saw a post in their Social media feeds.

• There is also no way to perform A/B Testing to discover such causality because all of these actions are happening outside our platform.
• Additionally, conversion rate varies wildly based on the acquisition Channels.

So, who gets the credit? There are few models that can help estimate attribution:

• Distributed: Divide the credit across all Channels that the lead interfaced with.
• Last Touch: Assign 100% of the credit to the last Channels the lead interfaced with.
• Decaying: Distribute the credit across all the Channels but given highest weightage to the last channel.