Here’s Why Multi-Touch Incremental Attribution Model is the Only One You Should Ever Use
Optimove
JUNE 23, 2022
The study of attributions is relatively young. It began in 1958 when Fritz Heider, an Austrian psychologist, published a book called “The Psychology of Interpersonal Relations,” which included the first attribution theory. Several models try to help marketers get it right, but they all have their share of deficiencies.
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