51 lines
1.4 KiB
Markdown
51 lines
1.4 KiB
Markdown
---
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title: "Marketing Attribution Modeling"
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type: concept
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tags: []
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last_updated: 2026-04-21
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---
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## Definition
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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）。
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## Attribution Models
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| Model | First Touch | Last Touch | Middle Touches |
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|-------|------------|------------|----------------|
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| First Touch | 100% | - | - |
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| Last Touch | - | 100% | - |
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| Linear | - | - | 平均分配 |
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| Time Decay | 较低 | 较高 | 随时间递减 |
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| Position Based | 40% | 40% | 20% 均分 |
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| Data-Driven | 基于算法 | 基于算法 | 基于算法 |
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## Multi-Touch Attribution SQL
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```sql
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WITH customer_touchpoints AS (
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SELECT customer_id, channel, campaign,
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ROW_NUMBER() OVER (PARTITION BY customer_id ORDER BY touchpoint_date) as touch_sequence,
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COUNT(*) OVER (PARTITION BY customer_id) as total_touches
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FROM marketing_touchpoints
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),
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attribution_weights AS (
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SELECT *,
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CASE
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WHEN touch_sequence = 1 AND total_touches = 1 THEN 1.0
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WHEN touch_sequence = 1 THEN 0.4
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WHEN touch_sequence = total_touches THEN 0.4
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ELSE 0.2 / (total_touches - 2)
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END as attribution_weight
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FROM customer_touchpoints
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)
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SELECT channel, SUM(revenue * attribution_weight) as attributed_revenue
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FROM attribution_weights
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GROUP BY channel;
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```
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## Related Concepts
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- [[Data-Driven Decision Making]]
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- [[KPI Tracking]]
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## Source
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- [[support-analytics-reporter]]
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