Are there alternatives to DDA?

There are several alternatives to Data-Driven Attribution (DDA). Here are some key attribution models that serve as alternatives.

More Advanced Alternatives

• Incrementality-based Attribution - combines incrementality testing with data-driven attribution to give marketers the most accurate cross-channel measurement based on incrementality

Less Advanced Alternatives

• Linear attribution - Distributes credit equally across all touchpoints in the conversion path.

• Time decay attribution - Gives more credit to touchpoints closer to the conversion.

• Position-based (U-shaped) attribution - Typically assigns 40% credit each to first and last touchpoints, with 20% distributed among middle touchpoints.

• Last-click attribution - Gives 100% credit to the final touchpoint before conversion.

  
  

Each of these alternatives has its own strengths and limitations. The choice depends on factors such as the complexity of your customer journey, data availability, and specific business needs.