Attribution -

: Credits the very first interaction (good for brand awareness).

: Is the cause permanent (ability) or temporary (weather)?. Controllability : Can the person influence the outcome?.

: Success depends on data quality and cross-functional collaboration. Modern reviews often highlight the shift toward machine learning frameworks to handle complex omnichannel journeys. 2. Psychology and Social Science Review attribution

: To determine the "credit" each marketing channel deserves for a sale. Model Comparison :

: Distributes credit across all interactions in the customer journey. : Credits the very first interaction (good for

Attribution theory examines how people explain the causes of behavior and events. :

: Credits the final click before a sale (standard but often oversimplified). effort) or external (luck

: Is the cause internal (skill, effort) or external (luck, difficulty)?.