Single-Touch Attribution is an attribution model in marketing analytics that assigns the entire credit for a conversion to a single touchpoint, either the first or the last interaction in a customer’s journey, thereby simplifying multi-channel performance evaluation by recognizing only one pivotal event as causally significant.
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241
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Publications per year
2017–2026
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Publications
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Data-driven multi-touch attribution models
Xuhui Shao, Lexin Li · 2011 · 129 citations
Business, Data Science, Marketing +13
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Institutions
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Twin Cities Orthopedics
Edina, United States
1 h-index
1 publications
90 citations
University of Illinois Urbana-Champaign
Urbana, United States
1 h-index
1 publications
90 citations
McCormick (United States)
Baltimore, United States
1 h-index
1 publications
90 citations
Summit (United Kingdom)
Abingdon, United Kingdom
1 h-index
1 publications
22 citations
Durham University
Durham, United Kingdom
1 h-index
1 publications
22 citations
Texas A&M University
College Station, United States
1 h-index
1 publications
90 citations
Sentient Science (United States)
Buffalo, United States
1 h-index
1 publications
90 citations
Northwestern University
Evanston, United States
1 h-index
1 publications
90 citations
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- Journal of Advertising
1 publications · 90 citations
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- Journal of Statistical Theory and Practice
1 publications · 22 citations
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- Proceedings of the 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining
Conference · 1 publications · 12 citations
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