The goal of this model is that to accurately assign revenue credit for a sale – channels, campaigns, keywords, and touchpoints that contributed to the sale and to learn where to invest in the future to acquire new customers.
There are many different kinds of models – Linear, Time decay, U-Shaped, W-Shaped, Full path, Custom. Marketing automation software usually have built-in rules, but it would be most effective with well defined custom models.
So what should we do?
- Get consensus cross functionally
- Define what should be measured, how various attribution models would impact the result
- Evaluate existing historical data to develop attribution plan.