Which attribution model works best for your business?
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?
Which attribution model works best for your business?
Really depends on the goal of the project. When starting with many of our clients we have to look at a linear attribution to understad their past efforts. However, once we have been working with them we can use various models that depend on the goals--for example, a client that wants more traffic at an event will go with a time decay. Lead gen/conversion on a governement contract selection is Full path.
Which attribution model works best for your business?
In my practice, I most often use first touch attribution for brand recognition and positioning in the market.
Also linear attribution, since I am dealing with a long sales cycle and the client needs to be accompanied by advertising activities at every step before making a purchase decision.
Which attribution model works best for your business?
My company has overtime switched between models, but is now sticking to the full path model. It is both extensive and technical, and will let us as a company know the customer. It'll let us know what works and what doesn't for future references.
Which attribution model works best for your business?
This is not something that we are currently using, but as we are activating additional marketing channels, I would imagine that full path would be the most useful to give us an idea of how to determine which part of the journey is most contributing to conversions. However, I believe that Last Page could also be useful.
