8 Different Models You Can Use For Marketing Attribution
==> FIRST-TOUCH MODEL
A first-touch model applies 100% of attribution credit to the first tracked marketing interaction, which may occur before the person even enters your marketing database.
==> LEAD CREATION MODEL
For example, if a customer visits your website three times and on the fourth occasion, completes a form for more information, the marketing effort that drove the fourth visit would receive 100% of revenue credit.
==> U SHAPED MODEL
In this multi-touch model, 50% of the weight is assigned to the first touch and 50% to the lead creation touch
==> W-SHAPED MODEL
A W-shaped model is very similar to a U-shaped model except it acknowledges a third milestone, opportunity creation. Each primary stage of the sales cycle, first touch, lead creation and opportunity creation, is attributed with 30% of revenue and the remaining 10% is split between the other touchpoints.
==> MACHINE LEARNING MODEL
You can use the insights from the Machine-Learning model to refine and alter your Custom model, ultimately producing a machine-learning influenced model that incorporates human insights specific to your organisation.
==> TACTIC WEIGHTED MODEL
In a Tactic-Weighted model, credit is allocated based on the importance of the specific marketing tactics involved. For example, attending a webinar may get more credit than downloading an e-book, and attending a prospect VIP dinner may get even more.
==> CUSTOM MODEL
With this model, you can define custom stages in the sales cycle in addition to those included in the Full-Path model—a common one to add is an “MQL” stage. You can then define your own percentage weightings for each stage based on your unique business model.
==> FULL PATH MODEL
A full-path model also acknowledges major milestones in the sales cycle, now extending all the way through the revenue stage. Each significant stage receives 22.5% of the credit with the remaining 10% spread across touchpoints in between.