Attribution AI, as part of Intelligent Services is a multi-channel, algorithmic attribution service that calculates the influence and incremental impact of customer interactions against specified outcomes. With Attribution AI, marketers can measure and optimize marketing and advertising spend by understanding the impact of every individual customer interaction across each phase of the customers’ journeys.
Attribution AI is used to attribute credits to touchpoints leading to conversion events. This can be used by marketers to help quantify the marketing impact of each individual marketing touchpoint across customer journeys. Examples of touchpoints include display ad impressions, email sends, email opens and paid search clicks.
Attribution AI outputs can be segregated across various dimensions and can be utilized across different stages of the customer journey. This is accomplished without needing to translate business needs to machine learning problems, picking algorithms, training, or deploying models.
Attribution AI data can be from Adobe (e.g. Analytics) or non-Adobe data sources.
Attribution AI supports two categories of scores, algorithmic and rule-based. Algorithmic scores include incremental and influenced scores. Rule-based scores include First touch, Last touch, Linear, U-shaped, and Time-Decay.
The following video is designed to support your understanding of Attribution AI.
Attribution AI can be used to assist with the following example use cases:
Attribution AI also offers integration with other Adobe solutions such as Adobe Analytics. This enables you to use these solutions to utilize the customizable algorithmic model to evaluate media performance and provide analytical insights.
You can begin by following the getting started guide. This guide walks you through setting up all the required pre-requests for Attribution AI. If you already have your credentials and data ready, visit the Attribution AI user guide. This guide walks you through creating an instance and submitting it for training and scoring.