What is the difference between first-touch and W-shaped attribution models?

Question

Digital Marketing — Hard

What is the difference between first-touch and W-shaped attribution models?

Accepted Answer

The first-touch attribution model assigns full credit to the initial brand introduction, whereas the W-shaped model distributes credit across key touchpoints. This distinction is crucial as W-shaped better represents B2B journeys. Incorrect options misrepresent channel associations or overvaluation. The W-shaped model's credit distribution is more nuanced.