W-Shaped – A w-shaped model is similar to a u-shaped model, but it ascribes 90% of the weight to the first, converting, and last touchpoints and distributes the remaining 10% to all other touchpoints.U-Shaped – A u-shaped model gives more weight to the first and last touch, generally 40% each, and then divides the remaining value of the conversion among the remaining touchpoints between them.As a result, earlier touchpoints receive less weight. Time Decay – Time decay models are more accurate than linear models, as they give more credit to interactions that occur closer to the conversion.Each touchpoint gets equal credit rather than assigning weights. Linear – Linear models give all interactions the same credit for a conversion.All of these weighted models give marketers and their companies a better idea of which of their strategies are succeeding with customers. Six of the more common types of attribution models include linear, time decay, U-shaped, W-shaped, full path, and custom. Simply put, these models credit revenue to more than one touchpoint and give a more accurate picture of the touchpoints that lead to a sale. There is not a single type of multi-touch attribution model rather, it is a category that captures a variety of models. The goal of using a model that accounts for multiple touches is to know where to invest in the future to acquire new customers. Customers today reach companies through multiple touchpoints as technology advances, so to accurately assign revenue credit for a sale, a multi-touch attribution model divides credit to the channels, campaigns, keywords, and touchpoints that contributed to the sale. Single-touch attribution gives revenue credit for a customer to a single touchpoint, which ascribes the full revenue amount to one channel regardless of how many touchpoints led to the conversion.īut, today’s world is not this cut-and-dried.
Some people find it easier to understand multi-touch attribution when it’s contrasted with single-touch attribution.
This model proves the value of B2B marketing strategy in terms of metrics associated with opportunities and revenue. Multi-touch attribution is a marketing tech function of an advanced attribution solution.
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