Data-Driven Attribution - IHC Model
With the IHC Data-Driven Attribution Model, we want to combine and evaluate two perspectives:
- interaction between consecutive sessions within the customer journey,
- evaluation of performance and engagement within each session in the context of the overall customer journey.
The sessions within the customer journey (CJ) are related to each other by their IHC values, time sequencing and rate of engagement.
IHC is fully data-driven and at its heart, IHC uses the mathematical concept of partial truth, also called fuzzy logic.
Please have a look at the following videos, where we explain IHC and also the usage of the results.