An example of attribution in the context of marketing might be as follows:
A customer sees an ad for a new product on social media and clicks on a link to learn more. The next day, the customer receives an email promoting the same product and clicks on a link to view the product page on the company’s website. The customer then decides to purchase the product and completes the purchase on the website.
In this scenario, attribution would be used to assign credit for the conversion (the purchase) to the various touchpoints that led up to the conversion. This could include the ad on social media, the email, and the website visit.
By analyzing this attribution data, the company can understand which marketing channels and tactics were most effective at driving the conversion and optimize their marketing efforts accordingly.