Effectiveness-Based Attribution Framework Overview

This document is a technical report that outlines the Effectiveness-Based Attribution (EBA) framework developed by Incendium AI. It addresses the limitations of traditional attribution models, such as last-click and first-click attribution, which often misrepresent the contribution of various marketing touchpoints to conversions. The report introduces the concept of Effective Pageviews (EPVs), which are weighted signals of user engagement that help in accurately measuring the impact of each session on the conversion journey. The methodology for calculating EBA credit is detailed, highlighting how it assigns proportional credit based on meaningful user interactions rather than arbitrary rules. Additionally, the report discusses the advantages of EBA, including its accuracy, transparency, and cross-channel fairness, and outlines its integration into Incendium AI's analytics platform. The document concludes by suggesting future directions for EBA, including the potential use of machine learning to enhance its effectiveness.