Question

A company has determined that their typical customer hears about their products through their social media network then visits the company website and then makes a purchase. What type of conversion attribution model is this?

Answer 1

The conversion attribution model described is a linear attribution model, assigning equal credit to all touchpoints in the customer journey. It overlooks group shopping behavior and flow variations, while emphasizing the importance of the central route to persuasion, particularly for detailed-orientated and feature-rich products.

Step-by-step explanation:

The type of conversion attribution model described in the question is most likely a linear attribution model, where each touchpoint in the customer journey (hearing about the product through social media, visiting the company website, and then making a purchase) is given equal credit for the conversion. This model is a simplification and does not consider factors such as groups shopping together or variations in customer flow throughout the day. It also assumes the audience is engaged enough to process the information they see, as in the central route to persuasion, which is effective for products where quality and features are important, like computers for small business owners. Social media plays a critical role in informing customer decisions, as evidenced by its impact on choices from university selection to product purchases.