Attributing Conversion Credit in an Online Environment: An Analysis and Classification

In the context of marketing, attribution is the process of quantifying the value of marketing activities relative to the final outcome. It is a topic rapidly growing in importance as acknowledged by the industry. However, despite numerous tools and techniques designed for its measurement, the absence of a comprehensive assessment and classification scheme persists. Thus, we aim to bridge this gap by providing an academic review to accumulate and comprehend current knowledge in attribution modeling, leading to a road map to guide future research, expediting new knowledge creation.