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COMPEL Glossary / attribution-model

Attribution model

A rule set for assigning credit to an AI feature when outcomes involve many touchpoints — e.g., first-touch, last-touch, linear, time-decay, or data-driven multi-touch.

What this means in practice

Selection materially affects reported AI value; VRR reporting should disclose the attribution choice.

Synonyms

AI attribution model , credit-assignment model

See also

  • Incremental value — Delivered outcome minus counterfactual outcome — the only value quantity that survives CFO and audit-committee scrutiny.
  • Value realization report (VRR) — A stakeholder-facing artefact pairing KPI tree, counterfactual narrative, and risk-adjusted financial summary.
  • Counterfactual outcome — The outcome that would have occurred without the AI intervention — the benchmark against which incremental AI value is measured.

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