---
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]]