I describe some models and Phone Number Database mention some advantages and disadvantages of these attribution models. To stay consistent, I use the phases I described earlier (first contact lead creation MQL sales Phone Number Database opportunity Linear multitouch attribution The linear model is the simplest model that maps the non-linear buyer journey. Each of the defined phases receives an equal percentage of the turnover. The advantage is Phone Number Database that with this you give all marketing expressions recognition.
The disadvantage is that Phone Number Database important moments in the journey do not receive the recognition that they might deserve. A first visit 'weighs' just as much as the lead creation moment, while the latter is probably worth more to the organization. The linear model is the easiest to implement and therefore a good start. Linear Phone Number Database multi-touch attribution model 2. Time Attribution Model The time attribution model is based on the principle that the last marketing touchpoints and actions have more value. A first contact Phone Number Database moment is not by definition an important moment according to this model.
Lead nurturing plays Phone Number Database an important role , especially in B2B marketing cycles, which can be long and complex . The time attribution model responds to this by assigning more value to the contact moments and actions that are carried out further in the journey. Below is an example of a time attribution model. Time attribution Phone Number Database model 3. Position-based attribution model The position-based model focuses on the first contact moment and lead generation. The emphasis in terms of recognition lies in these phases (80%). The remaining 20 percent is spread evenly over the other marketing expressions within those phases.