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Marketers track leads, conversions, and return on investment (ROI) using different attribution models. A customized attribution model considers a business’s distinct product offers and sales pipeline. With the proper measurement technique, you can get the best marketing attribution results. 

With so many attribution models, platforms, and providers to pick from and track, marketing professionals frequently struggle to discover the optimal analytics combination for identifying and removing inefficient spending. To help you find the most practical approach, here’s how to efficiently measure B2B revenue attribution.

Single Touch Vs. Multi-touch

In one-touch attribution models, revenue is assigned to a single touchpoint along the customer journey. It’s the most prevalent model, with 60% of marketers utilizing single-touch and 40% using multi-touch models. A single-touch paradigm has the advantage of being simple to grasp and execute. The disadvantage is that it overlooks additional touchpoints during the purchasing journey. As a result of this blind spot, a marketer may invest in a marketing campaign that proves to be less fruitful than anticipated.

On the other hand, multi-touch attribution is most effective when a substantial amount of data from multiple sources is available. Additionally, these models more accurately represent the full spectrum of client interactions with your business. You can determine whether channels are underperforming or outperforming the rest of your media mix by identifying numerous touchpoints. It will provide you with the knowledge necessary to adapt your plan and efficiently manage your marketing budget.

A. Single Touch

Specifically, these are the types of single-touch attribution models:

1. First Touch

This attribution model describes the initial touchpoint in a customer’s marketing journey. For instance, when a client clicks on a social media advertisement for the first time, this contact is wholly credited. It would make no difference if a purchaser engaged in other actions, such as subscribing to a newsletter, before completing a purchase. When a customer makes a purchase, the first touch or first interaction model earns full credit. 

This strategy benefits businesses that can convert customers more quickly and those with a short purchase cycle. On the other hand, this strategy disregards any previous marketing activities that clients have undertaken before conversion. Marketers should bear this in mind when analyzing the success of their campaigns using this method.

2. Last Touch 

This attribution approach is based on the most recent touchpoint your consumer had with you before making a purchase. For instance, if collecting information via a marketing email was the final touchpoint before a consumer completed an acquisition, this will be the attributed marketing platform. Numerous well-known platforms take advantage of this paradigm. This technique is especially advantageous for organizations with short sales cycles and near-instant conversion rates. 

Due to the massive volume of conversions, marketers can determine the most recent touchpoint that prompted customers to act. Like the first touch or first click model, this attribution model assigns the total credit to a single touchpoint or interaction rather than rewarding all touchpoints that aided the consumer in taking necessary action is a significant disadvantage.

B. Multi-Touch

Meanwhile, these are the four most common types of multi-touch attribution:

3. Linear Attribution

Linear attribution is used to track each touchpoint a consumer has on the path to completing a purchase. It assigns equal weight to each of these exchanges, crediting each message equally for initiating the conversion. The only flaw with linear attribution is that not all touchpoints are equally significant in reality. A person’s purchasing decision is significantly less influenced by visiting your website or enrolling in an e-course than by attending a conference.

4. U-Shaped Attribution

This attribution approach provides the most credit to the first and last touchpoints (usually 40% each) and evenly distributes the remaining 20% among all subsequent touchpoints. It’s the optimal method for determining end-to-end performance. This model is best for those who recognize that the initial and final touchpoints are more critical than the ones in between.

5. W-Shaped Attribution

This is similar to the U-shaped concept, but with the addition of a critical touchpoint termed the opportunity stage. As a result, in the W-shaped model, the touchpoints responsible for initiating contact, generating leads, and producing opportunities each receive 30% of the credit. The remaining 10% will be used to facilitate additional encounters.

6. Time Decay

As with a linear attribution model, the time decay attribution model credits a large number of touchpoints. This strategy is distinct in that it places a higher premium on touchpoints occurring closer to the point of sale of goods or services. Conversations or touchpoints happening before a customer purchase will receive less credit than touchpoints occurring immediately before purchasing.

Takeaway

Many marketers still lack the necessary understanding to implement attribution models correctly. Utilize the techniques outlined above to measure marketing attribution accurately. By understanding attribution models, you can make informed decisions that will have a long-term, positive effect on the performance of your marketing initiatives and the overall health of your enterprise.

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