Marketing
Attribution model
Attribution model is how you assign credit for a conversion across multiple marketing touchpoints. Common models: first-touch, last-touch, linear, time-decay, position-based. Different models tell different stories about which channels work.
More detail
Reality: no attribution model is fully correct (B2B buyer journeys take 5-50 touchpoints over 6-18 months). Use multiple models in parallel. Aiprosol-style: time-decay attribution for paid channels + first-touch + last-touch reported for context. Tools: PostHog Funnels, Segment + custom, or Demandbase / Bombora for ABM.