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Adobe Analytics: Attribution IQ Models

Published on by Steven Biss on
This is a classic case of an image paints a thousand words. This subject has come up a a lot lately due to the availability of the Attribution IQ (or what I now call AIQ) functionality, as part of the Adobe Analytics Summer 2018 release. To help illustrate what AIQ is actually doing under-the-hood, I produced this simple overview within Analysis Workspace, just to help showcase what each of the models is actually doing on a single success/conversion event. It should hopefully make sense to those new to attribution modelling. Ps. Remember it works on any dimension and success event combination!


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