Abacus Corp. employs a variety of digital marketing strategi…
Abacus Corp. employs a variety of digital marketing strategies, from display ads to influencer partnerships, to lead customers through the buying process. To measure the impact of each strategy on sales, they develop models such as “Position-Based” and “Data-Driven” to attribute the final purchase to the appropriate channels. What are the models Abacus Corp. uses to evaluate the contribution of each marketing channel to the final purchase called?