Definition

In data analytics and sociology, the act of assigning credit, blame, or characteristics to a person or thing based on analysis rather than self-identification. Marketers use this to decide who deserves credit for a conversion, while sociologists use it to study how society boxes people into categories they didn't choose. Both involve making assumptions that may or may not reflect reality.

Example Usage

Our ascription model gives 40% credit to the first touchpoint, which conveniently happens to be the expensive channel my team manages.

Source: Marketing analytics and sociology terminology

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