The first thing you need to know about attribution models is that there are two main categories: single-touch attribution models and multi-touch attribution models. Doing something always beats doing nothing.Īnd with that said, let’s take a quick look at five of the most typical attribution models. That’s why instead of trying to build a perfect attribution model, your goal should be to build a useful attribution model.Īs with anything in life, though, done is better than perfect. However, it’s good to remember that attribution models are simplified illustrations of complex customer journeys at best.

On the other hand, if you’re in self-serve SaaS, ecommerce, DTC, or any other online-heavy business, it definitely makes sense to invest in figuring out your marketing attribution. The simple rule of thumb is that if most of the touchpoints your customers encounter before they buy from you happen offline, you probably shouldn’t spend a lot of time on attribution modeling. Or will it take into account what happens offline? Usually not. Will it allow you to attribute revenue to word of mouth? Nope. Will it help you attribute revenue to your brand marketing activities? Probably not. The limitations of marketing attributionĪttribution modeling is cool and everything but is it perfect? Nope. On the other hand, marketing attribution will also help you stop wasting money on tactics that are not worth the time and money you’re putting in.īut before we run through the different types of attribution models, let’s quickly discuss the limitations of marketing attribution.

Ultimately, you can use this data to optimize your marketing spend and direct more investments into the messaging, channels, and tactics that are working well. What is an attribution model?Īn attribution model is a set of rules that determines how much credit of a sale is assigned to each touchpoint along the customer journey.Ī well-designed attribution model will help you understand the revenue contribution of each individual marketing campaign, message, and tactic. You might want to fasten your seatbelt because you’re about to find out. ?‍♀️īut before we get ahead of ourselves, what exactly is an attribution model? How do you choose the right model for your business? And how can you get started with attribution modeling in practice?

And that way is called marketing attribution.īy beginning to assign revenue to individual touchpoints like social media posts, ads, blog posts, website pages, and emails, your marketing team can escape the arts and crafts stigma for good.Īnd who knows, maybe it’ll even get you an invitation to the big kids’ table (aka the management team or eventually even the board of directors). They’re considered a support function at best and a cost center at worst.Īnd that’s frustrating considering all the work you’re putting into launching new products, producing awesome content, building campaigns, and well… ultimately driving revenue. Far too many marketing teams are still seen internally as the arts and crafts department.

Multi touch revenue attribution