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zahid
Jan 22, 2022
Reason 3. The variety of attribution models Last non-direct click. The non-direct last click model attributes 100% of the value to the last touchpoint in the path, eliminating all other direct traffic . For example, suppose a customer sees a Facebook post with C级执行名单 a link to an online store, follows that link, and browses through a product without purchasing it. A few days later, this customer sees a retargeted Google ad and decides to go directly to the online store to buy the product. In this case, the Google ad is the last non-direct touchpoint. Linear . In the linear model, each touchpoint gets equal credit . Of course, all contact points only have the same value nominally. In practice, some interactions are always more influential than others in the customer journey. The linear model can be effective for marketers who need to see the overall journey, instead of learning which touchpoint determines a sale. Decrease of time . The time decay model evaluates touchpoints in the timeline . The closer the touchpoint is to a sale, the more credit they receive. This model works great for identifying interactions in the middle of long B2B cycles. U-shaped (based on position) . The U-shaped model identifies three touchpoints along the customer journey . Also called position-based, this model assigns 40% of the value to the first and last point of contact . The contact point in the middle gets 20% of the value . A U-shaped model is perfect for recording pre-lead interactions. W-shaped. The W-shaped model assesses three interactions: first contact (30%), point of lead generation (30%), and opportunity creation (30%) . The remaining 10% is split between the middle touchpoints . Additionally, you can create a custom model based on the particularities of your buying process and powered by different algorithms. f attribution models
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