First party multi-touch marketing attribution, data-driven decisions

First-click Attribution Model

First-click attribution is simple. All of the credit for a conversion is applied to the first touchpoint a user had with your business.

This is a great model for understanding what is kickstarting customer journeys.

Last-click Attribution Model

This model type assigns 100% of credit for a conversion to the final touchpoint in a customer journey. This is useful for seeing what content or channel specifically drove the final conversion.

This is a very common attribution model choice for marketers.

Linear Attribution Model

This model type assigns an equal split of credit to every touchpoint a lead has engaged with within their buyer’s journey.

The linear model can help you gauge which channels start, drive and close a buyer’s journey to provide a holistic view of all channels in the journey.

Time Decay Attribution Model

Time-based attribution assigns more weight to interactions that happen near the final conversion event.

This attribution model is great for determining which channels regularly drive conversions and which are primarily top-of-funnel channels. Remember, if you have a long sales cycle, then earlier touchpoints that were crucial in getting a user to consider your solution will be given less credit.

Position based model

Position-based attribution gives the most credit to the first and last touchpoints in the customer journey.

This model is useful for understanding both what initiated interest and what closed the deal. It typically assigns 40% of the credit to the first interaction, 40% to the last, and splits the remaining 20% across the middle interactions. If your marketing strategy focuses on nurturing leads across multiple stages, position-based attribution helps ensure both acquisition and conversion efforts are recognised.

DDA + Impression Attribution Model

This is a machine leaning model that uses a robust statistical methodology to redistribute credit from lower funnel sources such as Direct and Organic home page traffic to channels where there is a high probability that an impression has been served.

This model is particularly insightful for marketers investing heavily in top of funnel advertising and brand awareness, as it will factor-in impressions served that don’t result in clicks; therefore revealing the greater impact that these channels and campaigns have on revenue. It combines a click based Data Driven Attribution Model with Impression weightings to provide a full funnel view of performance.