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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 ...
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.
Elaboration likelihood model – maintains that information processing, often in the case of a persuasion attempt can be divided into two separate processes based on the "likelihood of cognitive elaborations," that is, whether people think critically about the content of a message, or respond to superficial aspects of the message and other ...
Harold Kelley's covariation model (1967, 1971, 1972, 1973) [1] is an attribution theory in which people make causal inferences to explain why other people and ourselves behave in a certain way. It is concerned with both social perception and self-perception (Kelley, 1973).
Since situations are undeniably complex and are of different "strengths", this will interact with an individual's disposition and determine what kind of attribution is made; although some amount of attribution can consistently be allocated to disposition, the way in which this is balanced with situational attribution will be dependent on the ...
An attribution model is set of rules, that shows how credit for sales and conversions are allocated to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to final touchpoints (i.e., clicks) that immediately precede sales or conversion. In contrast, the First Interaction model assigns 100% ...
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The Brinson model performance attribution can be described as "arithmetic attribution" in the sense that it describes the difference between the portfolio return and the benchmark return. For example, if the portfolio return was 21%, and the benchmark return was 10%, arithmetic attribution would explain 11% of value added. [11]