Insight Attribution Solutions and Definitions

First-Touch – Fairly simple; the first marketing touch gets the full credit for the conversion

Last-Touch – Last marketing touch gets full credit for the conversion

Even (Linear) – Every marketing touch within a defined period of time receives an equal share of credit for the conversion

Starter/Player/Closer – the “starter” (initiating) touch receives a percent of credit for the conversion, the “closer” (last) touch receives a percent of credit for the conversion, and the remaining “Player” touches each receive an equal share of the remaining credit for the conversion

Latency Score – Every marketing touch is scored with a number value reflecting how many days it fell prior to the next conversion

Pathing – leverage several advanced visualizations in Adobe Insight, to understand both the direct and indirect paths between customers’ experiences with various touch points