How to choose and implement an attribution model
Posted: Sun Jan 19, 2025 4:34 am
The complexities of implementing and managing a multi-source attribution model often force companies to use single-source models, and then wonder why their cost per lead isn’t going down or their conversion rate isn’t going up.
Measuring marketing effectiveness and gaining a deeper understanding of what needs to be done to support a customer on their path to purchase is a complex task.
Selecting an attribution model requires evaluating the following factors.
Sales cycle length and number of touchpoints. Companies with longer sales cycles typically require more complex attribution models. This is because the oman company email list typical number of touchpoints can be as many as a dozen. In these sectors, single-touch attribution models further distort results and measurement. And when sales cycles are longer than 90 days, first-touch attribution models fail to capture interactions at the top of the funnel.
Online and offline channels. Companies with a lot of offline interactions may find gaps in tracking or need to create workarounds to include these touchpoints in their marketing. You may need to implement campaign-specific codes or get creative with tracking touchpoints outside of digital communications.
The software used and its complexity. Some software is too simple to program to create your own attribution models. Interaction between all marketing channels is also necessary to track each touchpoint, and some software may not work with things like personal emails from the sales team. The better the software, the more information you can get about your marketing activities.
Ultimately, the marketing attribution model you choose should be multi-source and give appropriate weight to each marketing action within the limitations of your technology and skills. Working with a marketing expert can take the guesswork out of attribution modeling. New Light Digital understands the complexities that different types of businesses face when it comes to attribution. We’ll work with you to determine the optimal attribution model and help you build a customized analytics process to increase conversions and reduce conversion costs. Schedule your free consultation today.
Measuring marketing effectiveness and gaining a deeper understanding of what needs to be done to support a customer on their path to purchase is a complex task.
Selecting an attribution model requires evaluating the following factors.
Sales cycle length and number of touchpoints. Companies with longer sales cycles typically require more complex attribution models. This is because the oman company email list typical number of touchpoints can be as many as a dozen. In these sectors, single-touch attribution models further distort results and measurement. And when sales cycles are longer than 90 days, first-touch attribution models fail to capture interactions at the top of the funnel.
Online and offline channels. Companies with a lot of offline interactions may find gaps in tracking or need to create workarounds to include these touchpoints in their marketing. You may need to implement campaign-specific codes or get creative with tracking touchpoints outside of digital communications.
The software used and its complexity. Some software is too simple to program to create your own attribution models. Interaction between all marketing channels is also necessary to track each touchpoint, and some software may not work with things like personal emails from the sales team. The better the software, the more information you can get about your marketing activities.
Ultimately, the marketing attribution model you choose should be multi-source and give appropriate weight to each marketing action within the limitations of your technology and skills. Working with a marketing expert can take the guesswork out of attribution modeling. New Light Digital understands the complexities that different types of businesses face when it comes to attribution. We’ll work with you to determine the optimal attribution model and help you build a customized analytics process to increase conversions and reduce conversion costs. Schedule your free consultation today.