1.4 KiB
1.4 KiB
title, type, tags, last_updated
| title | type | tags | last_updated |
|---|---|---|---|
| Marketing Attribution Modeling | concept | 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
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;