Advanced Marketing Channel Attribution Model

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Soyouz
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15-12-2017

Adobe Analytics is limited out-of-the-box to First Touch and Last Touch attribution models. In some cases in makes sense, but limits the ability to dig deeper into the user path and attribute performance accordingly to the proper marketing channels. A few blog posts highlighting various models now offers for free by Google Analytics puts Adobe Analytics' offering behind the curve. Adding the option of time decay, position based, weighted, or even algorithmic attribution model would be a huge plus!

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trevorpaulsen
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15-12-2017

Hi, this is definitely something we're looking into! If you had to prioritize which additional models you wanted first, how would you prioritize them?

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15-12-2017

I would prioritize the models as:

1. Algorithmic model

2. Time-decay

3. Position-based / weighted

4. Linear

5. First touch

6. Last touch

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trevorpaulsen
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07-02-2018

Very helpful, thanks!

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Soyouz
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07-02-2018

Hey admoseremic​, do you guys have any plans in implementing this into adobe analytics? Multi-touch attribution is lacking and GA seems to be ahead of the curve in that regards.

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07-02-2018

I don't have any dates for you, but we are definitely working on it.