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The roots of marketing attribution can be traced to the psychological theory of attribution. [2] [3] By most accounts, the current application of attribution theory in marketing was spurred by the transition of advertising spending from traditional, offline ads to digital media and the expansion of data available through digital channels such as paid and organic search, display, and email ...
Performance attribution, or investment performance attribution is a set of techniques that performance analysts use to explain why a portfolio's performance differed from the benchmark. This difference between the portfolio return and the benchmark return is known as the active return .
Web analytics and optimization of websites and online campaigns now frequently work hand in hand with the more traditional marketing analysis techniques. A focus on digital media has slightly changed the vocabulary so that marketing mix modeling is commonly referred to as attribution modeling in the digital or marketing mix modeling context.
Attribution theory is the original parent theory with Harold Kelley's covariation model and Bernard Weiner's three-dimensional model branching from Attribution theory. Attribution theory also influenced several other theories as well such as Heider's Perceived Locus of Causality which eventually led to Deci and Ryan's Theory of Self-determination.
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
Modeling and simulation (M&S) is the use of models (e.g., physical, mathematical, behavioral, or logical representation of a system, entity, phenomenon, or process) as a basis for simulations to develop data utilized for managerial or technical decision making.
Kelley's covariation model also led to the acknowledgment of attribution biases. [11] The model explained the conditions under which people will make informed dispositional versus situational attributions. But, it assumed that people had access to such information (i.e., the consensus, consistency, and distinctiveness of a person's behavior).
Uplift modelling, also known as incremental modelling, true lift modelling, or net modelling is a predictive modelling technique that directly models the incremental impact of a treatment (such as a direct marketing action) on an individual's behaviour.