Summary  
This chapter introduces modeling a multi-stage workflow as discrete states with event-driven transitions and demonstrates how to apply attribution algorithms to distribute credit across those interactions.  

General domain of usage  
Digital marketing analytics

The **customer journey** describes the path a person takes from the moment they first encounter a brand to the point where they become a loyal customer and even recommend the brand to others.

Instead of random marketing actions, a structured customer journey allows marketers to design **coordinated touchpoints** that guide users toward conversion.

### Main Stages of the Customer Journey

### Common Attribution Models

Because customers interact with multiple channels before converting, marketers use attribution models to determine which touchpoints contributed to the final purchase.

- **First-touch**: credit goes to the first interaction;
- **Last-touch**: credit goes to the final interaction;
- **Linear**: credit distributed evenly across interactions;
- **Time decay**: interactions closer to conversion receive more credit.

### Example Journey

A typical digital marketing journey might look like this:
1. User discovers brand through Instagram ad;
2. Reads blog article;
3. Signs up for email newsletter;
4. Clicks retargeting ad;
5. Purchases product from website.

Each interaction plays a role in influencing the decision.


Which tactic most directly supports moving a customer from evaluation to commitment in the journey?

Which two actions most effectively strengthen the post-purchase loyalty stage? (Select two)

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Customer Journey Mapping: From Awareness to Conversion

Main Stages of the Customer Journey

Common Attribution Models

Example Journey

1. Which tactic most directly supports moving a customer from evaluation to commitment in the journey?

2. Which two actions most effectively strengthen the post-purchase loyalty stage? (Select two)

3. Match the marketing tactic with the stage where it is most effective: