In marketing, attribution refers to identifying which touchpoints (ads, emails, social posts) led to a conversion.
: Distributes credit across all interactions in the customer journey. attribution
: Is the cause internal (skill, effort) or external (luck, difficulty)?. effort) or external (luck
: Success depends on data quality and cross-functional collaboration. Modern reviews often highlight the shift toward machine learning frameworks to handle complex omnichannel journeys. 2. Psychology and Social Science Review attribution