If you evaluate a time decay attribution mannequin to the final contact or final go to mannequin, the time decay mannequin provides a greater indication of how all of the totally different touchpoints contributed to a conversion.

When Ought to I Use a Time Decay Attribution Model?

A time decay mannequin works properly when you’re working a time-sensitive promotional marketing campaign. It gives you insights into how your clients behave once you run a promotion or provide, and if this conduct differs from different patterns or metrics you’ve observed.

As a result of a time decay mannequin credit each touchpoint, it really works properly when you’re working a retailer with numerous repeat purchasers. As these consumers are uncovered to totally different promoting and advertising strategies, a time decay attribution mannequin will help you see what’s driving repeat purchases.