6 Common Types of Marketing Attribution Modelsby Krishan Kumar SEO Expert & Content Marketer
A marketing attribution model helps marketers to
measure the effectiveness of their campaigns. It is used to evaluate the
touchpoints driving engagement through your marketing campaigns. So, you can
optimize the campaign according to the data and increase your ROI.
Types of Marketing Attribution Models
are the following 6 types of marketing attribution models available. You can pick any of
them according to your brand’s needs.
First-Touch Marketing Attribution
model considers the first touchpoint engaged with along the sales cycle from
the consumer engagement history. Setting up this marketing attribution model is
easy and you can get insights into how customers are introduced to your brand.
Last-Touch Marketing Attribution
last-touch marketing attribution model considers the last touchpoint engaged
before the conversion. It helps marketers to evaluate the touchpoints that
influence customers to go towards the purchase. Like the first-touch model, it
is also easy to implement.
above two marketing attribution models are applicable to the short sales cycles.
U-Shaped Marketing Attribution
attribution model provides up to 40% insights of first and last consumer
touchpoints and 60% mid-funnel touchpoints before conversion. This model is
good for identifying the combinations of media and messaging that hook and
W-Shaped Marketing Attribution
marketing attribution model provides more credit to first and last touchpoints
like U-Shaped. It also provides heavier value to the mid-funnel touchpoint
where a consumer can be actively considered a lead. It is good for
understanding the touchpoints that deliver and convert leads.
Time-Decay Marketing Attribution
time-decay marketing attribution model provides credit to all touchpoints that
lead customers to convert. This mode evaluates various touches that provide
different value to consumer influence and is useful for marketers looking to
identify the touchpoints that directly lead to conversion.
Linear Marketing Attribution
model considers the performance of the entire sales cycle. The marketer gets
insights into the customer journey while providing a “big picture” look at
digital marketing efforts. The catch is that not all touchpoints are created
Created on Dec 18th 2021 02:52. Viewed 256 times.