With multi-source or multi-touch attribution, each channel that contributes to the final sale is given its due credit. This method gives a much more complete view of the sales process, but it still doesn't account for how m australia email address list uch each channel actually contributed to the final sale. An example of multi-source attribution would be an initial PPC ad that leads to a landing page, then an email form in exchange for a free ebook, a webinar, and then the final sale.
There are 6 multi-source attribution models you can use in your digital marketing. They include:
Linear – This is the most basic model, giving equal credit to every touchpoint in the campaign.
Time Decay - This model is often used for longer sales cycles and gives the bulk of the credit to touchpoints that occurred later in the process. It generally will discount activities that took place earlier, which likely had less impact on the final result.
U-sha
ped – This type of multi-source attribution will give credit to two particular touchpoints; the first touch and then the lead creation. Typically, you would give 40% of the credit to the first touch, 40% to lead creation, and divide the last 20% among the touchpoints that happened in between.
W-shaped – This model resembles the U-shaped model but includes an extra touchpoint, which is the opportunity creation. In the W-shaped model, each touch gets 30% of the credit, while the other touches share the remaining 10%.
Full Path – The full path model takes the W-shaped model and builds on it, including the