Last-Touch Attribution is an attribution model in marketing analytics that assigns full credit for a conversion to the final interaction or touchpoint preceding the outcome, distinguishing it from other attribution models by disregarding earlier contributions in the customer journey.
7
Publications
370
Citations
8
Authors
7
Institutions
Publications per year
2017–2026
3
Variants
Last-click Attribution
Parents
Publications
7
Data-driven multi-touch attribution models
Xuhui Shao, Lexin Li · 2011 · 129 citations
Business, Data Science, Marketing +13
Beyond the Last Touch: Attribution in Online Advertising
Ron Berman · Marketing Science · 2018 · 94 citations
Beyond the Last Touch: Attribution in Online Advertising
Ron Berman · SSRN Electronic Journal · 2013 · 36 citations · Full text
1–5 of 7
Authors
8
- RB
2
h-index
- SC
1
h-index
- XS
1
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- DW
1
h-index
- LL
1
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1–5 of 8
Institutions
7
Shanghai Jiao Tong University
Shanghai, China
2 h-index
2 publications
55 citations
University of Pennsylvania
Philadelphia, United States
2 h-index
2 publications
130 citations
University College London
London, United Kingdom
1 h-index
1 publications
27 citations
Durham University
Durham, United Kingdom
1 h-index
1 publications
22 citations
Summit (United Kingdom)
Abingdon, United Kingdom
1 h-index
1 publications
22 citations
Revolution Medicines (United States)
Redwood City, United States
1 h-index
1 publications
129 citations
North Carolina State University
Raleigh, United States
1 h-index
1 publications
129 citations
1–7 of 7
Venues
- Journal of Statistical Theory and Practice
1 publications · 22 citations
1
h-index
- UCL Discovery (University College London)
Repository · 1 publications · 28 citations
1
h-index
- Marketing Science
1 publications · 94 citations
1
h-index
- SSRN Electronic Journal
Repository · 1 publications · 36 citations
1
h-index
1–4