Inbound

JorieMunroe
Inbound Professor
Inbound Professor

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?
317 Replies 317
ajacobs123
Member

Which attribution model works best for your business?

Depends on the goal I have. 

0 Upvotes
ARodriguez12
Member

Which attribution model works best for your business?

The best attribution model for my business should align with my objectives, provide actionable insights, and accurately reflect the contribution of each marketing channel or touchpoint in driving conversions. Regular experimentation and analysis can help determine which model yields the most valuable insights for my specific business context.

0 Upvotes
Shompa
Member

Which attribution model works best for your business?

The best credit model for a business is determined by its specific goals, but using multiple models or a combination of them can provide a more comprehensive understanding of marketing effectiveness. However, I would recommend full-path because interacting with and understanding your clients is critical.

0 Upvotes
AriSaenz
Member

Which attribution model works best for your business?

the best attribution model for a business depends on its specific goals, but using multiple models or a combination of them can provide a more comprehensive understanding of marketing effectiveness, but i would say full-path as communicating with your client face-to-face is crucial and understanding your clients.

0 Upvotes
AVoskanian
Member

Which attribution model works best for your business?

I would use time decay.

0 Upvotes
SJensen8
Member

Which attribution model works best for your business?

I would say full-path attribution because interaction with the customer face to face is the easiest way to get a conversion, but the tools that are online can be helpful as well. 

0 Upvotes
alannarhodes
Contributor

Which attribution model works best for your business?

My business is job hunting and content creation for personal branding and career growth. I am the product and service. For this reason, it's difficult to say which model works best. It could be linear, first-touch, or last-touch. They all apply. 

0 Upvotes
K_Bright
Member

Which attribution model works best for your business?

We are building a business so there are two models I think will be most valuable for us in the short term: 

 

1. First-touch attribution to help us understand what is driving brand awareness / website traffic, and 

2. Linear attribution to help us understand what campaigns and assets are having th emost influence on lead conversions. 

 

Once we have more customers and pipeline data, full-path attribution will help us understand what is having the most influence on high-intent revenue opportunities. 

gvillanueva6
Member

Which attribution model works best for your business?

time decay

alannarhodes
Contributor

Which attribution model works best for your business?

That's awesome; what's the business and context? 

0 Upvotes
nixtshai
Member

Which attribution model works best for your business?

Hey Jourie, 

 

Currently, our focus is on the single source attribution model zeroing in on the first touch point to understand the impact on our content type that helps with recruitment. And, the last touch point for the final conversion point of purchasing our product (we have a short buyers cycle). With the past Christmas campaign, we looked at the full path approach to truly understand the impact of micro and macro content but moving forward we will apply the time decay approach. 

alannarhodes
Contributor

Which attribution model works best for your business?

Hi Jorie, 

I have a small tutoring business, and the attribution model that would work best would be linear. 

 

This is due to: 

1. a linear attribution model gives equal credit to each touchpoint along the customer journey. 

 

This is beneficial for my business analysis because:

1. The education sector has multiple touchpoints, such as initial inquiry, consultation, and tutoring sessions. 

2. The touchpoints in my typical client's/customer's journey significantly convert leads into paying customers.

 

Plus, a linear attribution ensures that all interactions are recognized and valued, providing a more accurate reflection of the overall marketing effectiveness and helping to optimize marketing strategies across various touchpoints.

 

 

0 Upvotes
EJ2
Member

Which attribution model works best for your business?

time Decay

0 Upvotes
TMphahlele
Participant

Which attribution model works best for your business?

If focusing on understanding the entire customer journey equally, I'd use **Linear Attribution** to get a broad view of how each channel contributes to conversions. For insights into the effectiveness of final touchpoints leading to conversions, **Time Decay Attribution** would be beneficial, highlighting the impact of immediate pre-conversion activities. This dual approach offers a balanced understanding of both overall journey contributions and the significance of actions closer to conversion, guiding resource allocation for optimal ROI.
0 Upvotes
cinthyavergara
Participant

Which attribution model works best for your business?

In omnichannel sales, it is complex to identify where the sale is generated... it may be that good service in the store triggers an online purchase. However, it is not always possible to effectively measure all touch points. In my case, I preferred a linear attribution model or a proportional to the effort per channel.

0 Upvotes
BJones548
Contributor

Which attribution model works best for your business?

I'm using time decay, I want customers to come back. Time decay will help me to see what made them to convert and how I can keep customers coming back. 

0 Upvotes
hs23
Member

Which attribution model works best for your business?

Attribution reporting aims to assign credit to different marketing touchpoints along the customer journey to understand their impact on conversions or other desired outcomes. The choice of attribution model depends on various factors such as the nature of the business, the complexity of the customer journey, and the goals of the marketing team.

Some common attribution models include:

  1. First-touch attribution: Gives credit to the first interaction a customer had with your brand.
  2. Last-touch attribution: Attributes all credit to the last interaction before a conversion.
  3. Linear attribution: Distributes credit evenly across all touchpoints in the customer journey.
  4. Time decay attribution: Assigns more credit to touchpoints closer to the conversion and less to those farther away in time.

Many businesses use or experiment with multiple attribution models to gain a comprehensive understanding of their marketing effectiveness. Each model offers unique insights into different aspects of the customer journey.

If a business hasn't started with attribution reporting, it might be aiming to measure or track:

  • The effectiveness of various marketing channels in driving conversions.
  • Understanding the customer journey and identifying key touchpoints.
  • Optimizing marketing spend by allocating resources to the most effective channels.
  • Improving campaign performance by identifying areas for optimization.

Overall, the choice of attribution model and the objectives of using attribution reporting should align with the specific goals and needs of the business.

0 Upvotes
wahearn
Member

Which attribution model works best for your business?

time decay, as conversions are very important for signup up people for an email newsletter

0 Upvotes
LRangel0
Member

Which attribution model works best for your business?

Since leads have very few points of interaction before converting, I believe Last click is enough for the strategy I'm running in short-medium term

0 Upvotes
ChucksIhebuzor
Member

Which attribution model works best for your business?

Linear for long term.

0 Upvotes