Are Attribution Window & Adstock the same? Not Quite! | Statistics for Marketers
Автор: Marketing Analytics With Kisholoy
Загружено: 2025-09-21
Просмотров: 56
In this next video in the Statistics for Marketers series, I discuss two closely related concepts that marketers often confuse - attribution and adstock, from intuition to the math to a graphical representation of the difference.
Attribution is what most marketers know and talk about all the time - it is the art and science of assigning credit for conversions to different channels based on some heuristic or programmatic criteria. The window is simply the date range within which credit can be assigned and beyond that window, conversions, even if they had taken place, won't be credited.
Adstock on the other hand is the influence of ad spend that decays over time but represents all forms of influence / effect - not just immediate conversions.
The two come from very different traditions - one from attribution modeling, the other from statistical modeling, also called MMM or marketing mix modeling.
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• Statistics for Marketers
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