The trick is picking the right one—the one that prioritizes Belgium Phone Number List the right metrics and tells the right story. We’ll get back to this later on, but first, let’s look at which models are right for each situation or purpose. Best for short sales cycles Some attribution models work better when the sales cycle is short. If your price point is low, your product isn’t particularly complicated, or it’s an everyday consumable type of product, then chances are you’re on a short sales cycle. First-touch attribution model: The first touchpoint (usually the first click) gets 100% of the attribution. Last-touch attribution model: The last touchpoint prior to the sale/conversion gets 100% of the attribution. If your business has a shorter conversion path, then you need quick, uncomplicated insights. You may only have one or two touchpoints in the whole customer journey, so it doesn’t make sense to use a model that relies on multiple touchpoints. In addition, you’re likely more concerned with where customers learned about your product than what convinced them to buy. So first-touch and last-click attribution models work well here. Best for longer sales cycles If your business has a longer sales cycle, then single-touchpoint models won’t give you much valuable information. You’ll want to use one of several multi-touch attribution models. U-shaped attribution model.
The first and last points of contact get most of the attribution (40% apiece), while any in-between points split the remaining 20%. W-shaped attribution model: The first, middle, and last points get 25% or 30% each, depending on the specific W-shaped model you use. Any in-between points split the remaining 10% or 25%. Time-decay attribution model: The most recent interaction gets the most weight. The older the interaction, the less weight it gets. This model works well for products that require a lot of preliminary research and comparing options, but it can be complicated to implement. The goal here is to capture the impact of your marketing activities across an extended sales cycle. The social post, the blog post ranking via organic search, the email opt-in, the LinkedIn message, and the 1:1 sales meeting all mattered. The question is figuring out how much weight to give each. Best for audience insights Some attribution models provide more valuable insights into customer behavior and preferences, which is especially helpful in determining how customers interact with your brand. Linear attribution model: Every point of contact (across all channels) gets an equal share of the attribution. When every touchpoint receives equal weight, it doesn’t tell you much about what convinced your customer to buy. However, it does give you useful data on where your audience is seeing and interacting with your brand, so you can meet your customers where they are.