Do You think about your Attribution Models ?

1 min readApr 3, 2015

Let me tell you a story.

Jill’s birthday was around the corner. Her friend Thomas was reminded of it thanks to a calender alert and he wanted to do something for her. He called up their mutual friend Monica and Monica immediately decided to bake a cake for Jill. There was a problem Monica did not have a car. But just in time Peter their other friend called and promised to take the cake over to Jill’s.

When they entered the room Peter was carrying the cake.

So ladies and gentlemen, please tell me who should Jill be grateful to? To the guy who took the initiative? Or the girl who baked the cake? or the other guy who took the pains to drive it over to Jill’s ?

The answer seems pretty straight right? She should be grateful to all of them!

Now lets get back to marketing!!

What do we attribute our conversions to ? See where i am getting ?! Most of us attribute a conversion to the last channel. Some of us say, no we should attribute it to the first channel! Not many care about our proverbial miss.Monica who baked the cake for the party.




Producteer, Marketeer, Developer, Barcamper, coffee drinker. geek talker. mechanical engineer. ultimate player. Product Manager @KiSSFLOW