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Attribution Model

Definition

An attribution model is a system that assigns a value to any given sales or marketing goal/touchpoint in the buying process. Attribution models can be linear (assigning consistent and equal value to all goals and touchpoints involved) or weighted (assigning more or less value to certain instances).

For example, in a weighted system more value might be attributed to the "completed product demonstration" goal than the "signed up for email list" goal. Where in a linear system each goal is given the same amount of value. Attribution models also indicate the lead source of a contact.

Attribution models reveal how channels are performing for your business so you can work to improve channels that are underperforming, and double down on those that are effective.

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