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wiki/concepts/Marketing-Attribution-Modeling.md

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+---
+title: "Marketing Attribution Modeling"
+type: concept
+tags: []
+last_updated: 2026-04-21
+---
+
+## Definition
+多触点归因模型，将转化功劳分配给营销漏斗中的不同触点（首次点击、末次点击、中间触点）。
+
+## Attribution Models
+| Model | First Touch | Last Touch | Middle Touches |
+|-------|------------|------------|----------------|
+| First Touch | 100% | - | - |
+| Last Touch | - | 100% | - |
+| Linear | - | - | 平均分配 |
+| Time Decay | 较低 | 较高 | 随时间递减 |
+| Position Based | 40% | 40% | 20% 均分 |
+| Data-Driven | 基于算法 | 基于算法 | 基于算法 |
+
+## Multi-Touch Attribution SQL
+```sql
+WITH customer_touchpoints AS (
+  SELECT customer_id, channel, campaign,
+    ROW_NUMBER() OVER (PARTITION BY customer_id ORDER BY touchpoint_date) as touch_sequence,
+    COUNT(*) OVER (PARTITION BY customer_id) as total_touches
+  FROM marketing_touchpoints
+),
+attribution_weights AS (
+  SELECT *,
+    CASE
+      WHEN touch_sequence = 1 AND total_touches = 1 THEN 1.0
+      WHEN touch_sequence = 1 THEN 0.4
+      WHEN touch_sequence = total_touches THEN 0.4
+      ELSE 0.2 / (total_touches - 2)
+    END as attribution_weight
+  FROM customer_touchpoints
+)
+SELECT channel, SUM(revenue * attribution_weight) as attributed_revenue
+FROM attribution_weights
+GROUP BY channel;
+```
+
+## Related Concepts
+- [[Data-Driven Decision Making]]
+- [[KPI Tracking]]
+
+## Source
+- [[support-analytics-reporter]]
+