Attribution Model
An attribution model defines how a total credit of 100% is distributed among touchpoints of a customer journey. The Ingenious Attribution distributes the total credit by allocating parts of the total credit to particular touchpoints. You can define how the Ingenious Attribution allocates parts of the credit by configuring functions.
Functions
Functions allocate credits to touchpoints. Typically you will define multiple functions within an attribution model. The final credit of a touchpoint will be the combination of the results of all functions.
The Ingenious Attribution supports multiple types of functions. Each function type implements a different method of allocation.
The following table shows the different function types:
Type | Description | Example Usage |
|---|---|---|
Credit | Allocates a configurable credit value to touchpoints. | Multiply the credit |
CreditLinear | Dynamically allocates credit to touchpoints based on the time of a touchpoint and a configurable linear function. | Credit all touchpoints linear. |
KeepWinners | Keeps a configurable maximum count of winners. | Keep 10 winners. |
Condition Attributes
You can use the following attributes in the parameter "condition" to match touchpoints.
Name | Description | Data Type | Value Range |
|---|---|---|---|
requestType | The type of the request. | String | click, view |
deviceType | The type of the device. | String | desktop, tablet, mobile |
position | The position of the touchpoint in the customer journey | Number | 1-n |
positionFromEnd | The position of the touchpoint in the customer journey when counted from the end. | Number | 1-n |
adspaceId | The adspace id. | Number | |
partnerId | The partner id. | Number | |
adspaceCategoryId | The adspace category id. | Number | |
adspaceSubcategoryId | The adspace subcategory id. | Number | |
channelId | The channel id. | Number |