Glossary
Multi-Factor Attribution
Beyond last-click - a causal model that quantifies the exact impact of individual conversion drivers.
Definition
Multi-Factor Attribution replaces simplistic last-click attribution with a causal model that quantifies the exact impact of individual factors on conversion. Sentient's Conversion Modeling module surfaces tactical weighting: Price Sensitivity (+20% conversion lift when aligned), Engagement Quality (+8% lift), Match Quality (+15% lift for Excellent Match). Each factor's contribution is validated against outcome data, not estimated from correlations. The model also supports archetype-level breakdown, showing which behavioral archetypes convert best and why. This enables deterministic execution on validated drivers rather than guesswork.
Why It Matters
Last-click attribution is a lie. Multi-factor attribution reveals the true drivers of conversion - and they are often surprising.
Related Pages
Related Terms
Conversion Modeling
Command Center Module II - multi-factor driver analysis that reveals why people buy, with tactical weighting per factor.
Causal Analysis
Going beyond correlation to understand causality. Not 'Who knows whom?' but 'Who controls whom?'
Attribution Modeling
Assigning credit for conversions. Sentient uses multi-factor modeling beyond basic attribution.
Behavioral Archetypes
Data-driven behavioral segments like 'Skeptical Innovators' and 'Value Optimizers' - found by unsupervised learning, validated against outcomes.
Explore the Full Platform
See how these concepts come to life inside Sentient OS.