topic Re: Which attribution model works best for your business? in Inbound

Which attribution model works best for your business?

JorieMunroe — Fri, 07 Jan 2022 21:03:45 GMT

One of the most common questions marketers ask when getting started on attribution reporting is which model they should use?

The answer depends on the goals of your team and the supporting analysis that’s expected of you. The important thing to remember is that there isn’t a one size fits all for attribution reporting: when in doubt use multiple models.

With this in mind:

Which attribution model have you been using or experimenting with to measure the success at your business?
If you haven't quite started with attribution, what are you trying to measure or track using attribution reports?

Re: Which attribution model works best for your business?

SAvetisyan — Wed, 19 Jan 2022 19:57:24 GMT

I'll go with time decay.

Re: Which attribution model works best for your business?

JorieMunroe — Thu, 20 Jan 2022 19:00:50 GMT

One of my favorites! @dmastin - got any tips and tricks for using the time decay model?

Re: Which attribution model works best for your business?

dmastin — Thu, 20 Jan 2022 22:43:38 GMT

Great question @JorieMunroe ! I recommend using the time decay model when you want to understand which touchpoints/sources are best at driving 'conversions.' In HubSpot, we have three out-of-the-box multi-touch attribution report types for Marketing Hub Enterprise customers:

Contact create - what is creating contacts in your CRM?
Deal create - what is generating new deals?
Revenue - what is closing deals?

For each of these, time decay will tell you which assets are best at reaching each of these respective milestones. For organizations that have multiple email nurturing campaigns, multiple ad campaigns, multiple landing pages, etc. that are driving toward the same result, I recommend comparing each of these asset types against one another and using the time decay model to do an apples-to-apples comparison. Is Email A better at driving conversions than Email B? What about MOFU landing page A vs MOFU landing page B?

Re: Which attribution model works best for your business?

Kelvingongo — Thu, 27 Jan 2022 12:07:38 GMT

Hello,

I am yet to try out any of the attribution formats but time decay sounds quite interesting. Thank you for the insights @dmastin !

Re: Which attribution model works best for your business?

NimeshRawanage — Fri, 28 Jan 2022 21:20:57 GMT

It depends on the goal. I think time decay will suit most of the scenarios.

Re: Which attribution model works best for your business?

ADonley — Sat, 29 Jan 2022 19:53:37 GMT

I feel like full path would be the most beneficial to get a broader view of what pieces of my marketins strategy are giving me the most value.

Re: Which attribution model works best for your business?

MTalenfeld — Sun, 30 Jan 2022 13:48:24 GMT

Our team plays with different models at different times and for various reasons. The most significant attribution model for our clients is the last touch model. I say that because the budgets we manage for our clients are substantial, and the most important metric to our college and university clients is the cost per student start.

Re: Which attribution model works best for your business?

LeoChamalian — Tue, 01 Feb 2022 23:16:12 GMT

im with that linear pack

Re: Which attribution model works best for your business?

HasnaBelkhanfar — Thu, 03 Feb 2022 12:52:52 GMT

Time decay same interesting

Re: Which attribution model works best for your business?

StathisP — Sat, 05 Feb 2022 12:12:49 GMT

Time decaay sounds the most effective and efficient especially for B2B marketing

Re: Which attribution model works best for your business?

SGRANT23 — Sun, 06 Feb 2022 23:15:55 GMT

I would think leads

Re: Which attribution model works best for your business?

Kulwindersingh — Mon, 07 Feb 2022 08:48:52 GMT

I think time decay fits in most cases.

Re: Which attribution model works best for your business?

APirzada — Mon, 07 Feb 2022 18:22:18 GMT

Time decay models sounds good.

Re: Which attribution model works best for your business?

AAdio — Fri, 11 Feb 2022 11:10:33 GMT

time decay

Re: Which attribution model works best for your business?

AMateen — Sun, 13 Feb 2022 01:55:18 GMT

time decay

Re: Which attribution model works best for your business?

SRycroft — Tue, 15 Feb 2022 16:50:43 GMT

I'm just getting started with this concept. I see the need for the different models and will be exploring each as I move forward.

Re: Which attribution model works best for your business?

salehalqadi — Wed, 16 Feb 2022 11:07:25 GMT

I think it's an email template .

Re: Which attribution model works best for your business?

JContreras1 — Wed, 16 Feb 2022 15:29:52 GMT

Capturing leads for online courses: FullPath

Re: Which attribution model works best for your business?

Rjshri — Wed, 16 Feb 2022 16:28:50 GMT

I would prefere Time decay attribution, where i can measure touch points leading to conversion.