The credit is divided equally between all of them. This attribution marketing model offers a broader and more objective picture compared to the previous attribution models, but if we use it, we may find it difficult to allocate our marketing budget, since an Instagram like, a click on an ad and filling out a form would have the same value. Position Attribution Within the position attribution model we find two methods: U-shaped model: This model gives a value of 40% to the first interaction, another 40% to the last one, and the rest, 20% of the value, divided among the other interactions.
W-shaped model: This model is very similar to the previous one, but an intermediate point is taken into account, where the so-called opportunity creation occurs. In this case, this point, the first and the last receive a value of 30% and the rest, 10%, is distributed Decision Maker Email List among the other channels. Time Decay Attribution It is very similar to linear revenue attribution in that all touchpoints are also taken into account. However, in this case, not all channels are given the same value, but those that are closest to the moment of conversion are the ones that receive the most consideration. custom model This is the most advanced attribution marketing model , as it is the one that can best be adapted to each business. In this case, it is the company that decides the value of each contact point depending on its characteristics.
This assignment can be done manually or using an AI that obtains new information. However, developing a custom revenue attribution model requires the help of a data scientist and requires a larger financial investment. What is the best revenue attribution model It is normal that, at this point, you ask yourself this question. However, knowing only the theory you cannot find the answer. Each business is different and, therefore, a different attribution marketing model will be better for each one.