The process of assigning credit to the marketing interactions that contributed to a conversion or sale. A method for understanding which channels and touchpoints influence business results.
A rule or framework used to distribute conversion credit across the touchpoints in a customer’s journey. Different models can produce very different views of which marketing efforts appear most valuable.
The practice of dividing a broad audience into smaller groups based on shared characteristics, behaviors, or needs. A way to make messaging, targeting, and offers more relevant to different groups.
The point in the buyer’s journey when a person first recognizes a need, problem, or opportunity. Marketing at this stage typically focuses on education rather than an immediate sale.
