Last-click attribution severely undervalues upper-funnel display and video prospecting. Algorithmic multi-touch attribution calculates the true marginal conversion value of every touchpoint.
1. Algorithmic Attribution Models
- Markov Chain Transition Matrices: Measures removal effects by calculating the drop in total network conversions when a specific marketing channel is removed from the user journey.
- Shapley Value (Game Theory): Evaluates fair credit allocation across all possible channel coalitions to determine incremental lift.
- Data-Driven Budget Reallocation: Prevents over-investing in branded search while restoring optimal budget to prospecting channels.