Time decay model Unlike the linear model, where each interaction gets equal credit, the time decay model assigns varying credit to all marketing touch points in a customer’s journey. It weighs them based on their proximity to the final conversion. For example, if a customer first encounters your brand through an email but later clicks a button on your website, the email would receive minimal credit, while the website click would receive the most, reflecting its more significant influence on the point of purchase.Giving more credit to later touch points emphasizes nurturing…
