Attribution modelling in an omni-channel environment – new requirements and specifications from a practical perspective

How much am I, the customer, currently worth to a company? The answer to this question is very important for the marketing team but difficult to obtain. In an omni-channel environment, the degree of complexity for answering this question has reached a new level. Based on a structured literature research process, existing dynamic budget allocation approaches are identified and evaluated regarding their applicability in an omni-channel environment. For the evaluation process of these identified models, assessment criteria are needed. Structured interviews are conducted with experts in the field of attribution to formulate evaluation criteria, which are being used to evaluate the applicability of the defined models. This article describes why existing dynamic attribution models are not suitable for an omni channel environment and what features need to be part of a new future-ensured omni-channel attribution model. The authors conclude by presenting questions for future research in the field of dynamic attribution.