Custom Models are rules-based attribution models that are completely defined by the marketer’s business rules. They can start with some base rules-based model (i.e. start off with a a linear attribution model) and can be customized to meet just about any business rule the marketer has. For instance, they can implement a Custom Rule that says “Allocate 30% of the credit to the first touchpoint unless the first touchpoint is a website visit. Allocate 20% to the final touchpoint and distribute the remaining credit to the rest of the central touchpoints.”
Altitude (by Impact) attribution models are very malleable, and Altitude provides pretty flexible ways to shape and customize the attribution model to fit exactly whatever business rule customizations are needed
