Digital Marketingknowledge~30 mins

Attribution models (last-click, multi-touch) in Digital Marketing - Mini Project: Build & Apply

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Understanding Attribution Models: Last-Click and Multi-Touch

📖 Scenario: You work as a digital marketing analyst for an online store. Your manager wants to understand how different marketing channels contribute to sales. You will create a simple model to represent customer journeys and apply two common attribution models: last-click and multi-touch.

🎯 Goal: Build a step-by-step representation of customer journeys and apply last-click and multi-touch attribution models to assign credit to marketing channels.

📋 What You'll Learn

Create a dictionary called customer_journeys with exact customer IDs as keys and lists of marketing channels as values.

Create a variable called last_click_credit to store the last-click attribution results.

Create a variable called multi_touch_credit to store the multi-touch attribution results.

Use a for loop with variables customer and channels to iterate over customer_journeys.items().

Assign full credit to the last channel in each journey for last-click attribution.

Assign equal credit to all channels in each journey for multi-touch attribution.

💡 Why This Matters

🌍 Real World

Marketers use attribution models to understand which marketing channels help drive sales and how to allocate budgets effectively.

💼 Career

Digital marketing analysts and managers rely on attribution models to measure campaign performance and optimize marketing strategies.

Progress0 / 4 steps

Create customer journeys data

Create a dictionary called customer_journeys with these exact entries: 'C001': ['Email', 'Social Media', 'Paid Search'], 'C002': ['Direct', 'Email'], and 'C003': ['Social Media', 'Paid Search', 'Email'].

Digital Marketing

# Create the customer_journeys dictionary with exact data
# Your code here

Hint

Use a dictionary with customer IDs as keys and lists of channels as values.

Set up attribution result containers

Create two empty dictionaries called last_click_credit and multi_touch_credit to store attribution results.

Digital Marketing

customer_journeys = {
    'C001': ['Email', 'Social Media', 'Paid Search'],
    'C002': ['Direct', 'Email'],
    'C003': ['Social Media', 'Paid Search', 'Email']
}
# Create empty dictionaries for attribution results
# Your code here

Hint

Use empty dictionaries to store the attribution credits for each channel.

Calculate last-click and multi-touch attribution

Use a for loop with variables customer and channels to iterate over customer_journeys.items(). For last-click attribution, assign full credit (1) to the last channel in channels. For multi-touch attribution, assign equal credit (1 divided by the number of channels) to each channel in channels. Update last_click_credit and multi_touch_credit dictionaries accordingly, adding to existing values if the channel appears multiple times.

Digital Marketing

customer_journeys = {
    'C001': ['Email', 'Social Media', 'Paid Search'],
    'C002': ['Direct', 'Email'],
    'C003': ['Social Media', 'Paid Search', 'Email']
}
last_click_credit = {}
multi_touch_credit = {}
# Use a for loop to calculate last-click and multi-touch attribution
# Your code here

Hint

Remember to add credit to existing values using dict.get(key, 0) to avoid overwriting.

Complete attribution model setup

Add a comment at the end of the code explaining that last_click_credit shows the total credit per channel using last-click attribution, and multi_touch_credit shows the total credit per channel using multi-touch attribution.

Digital Marketing

customer_journeys = {
    'C001': ['Email', 'Social Media', 'Paid Search'],
    'C002': ['Direct', 'Email'],
    'C003': ['Social Media', 'Paid Search', 'Email']
}
last_click_credit = {}
multi_touch_credit = {}

for customer, channels in customer_journeys.items():
    last_channel = channels[-1]
    last_click_credit[last_channel] = last_click_credit.get(last_channel, 0) + 1
    credit_per_channel = 1 / len(channels)
    for channel in channels:
        multi_touch_credit[channel] = multi_touch_credit.get(channel, 0) + credit_per_channel
# Add a comment explaining the attribution results
# Your code here

Hint

Write a clear comment summarizing what each dictionary represents.

Practice

(1/5)

1. What does the last-click attribution model do in digital marketing?

easy

A. Distributes credit based on ad cost

B. Gives all credit to the final ad clicked before purchase

C. Ignores the last ad clicked and credits the first one

D. Shares credit equally among all ads seen

Attribution models (last-click, multi-touch) in Digital Marketing - Mini Project: Build & Apply

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Practice

Solution

Step 1: Understand last-click attribution

Step 2: Compare with other models

Final Answer:

Quick Check:

Solution

Step 1: Define multi-touch attribution

Step 2: Eliminate incorrect options

Final Answer:

Quick Check:

Solution

Step 1: Identify the last ad clicked

Step 2: Apply last-click attribution rule

Final Answer:

Quick Check:

Solution

Step 1: Understand expected multi-touch behavior

Step 2: Identify why all credit goes to one ad

Final Answer:

Quick Check:

Solution

Step 1: Identify credit percentages per interaction type

Step 2: Assign credit to each ad

Final Answer:

Quick Check: