Multi-touch attribution Attribution connects marketing and sales activity Attribution models Check out our Clear and Complete Guide to with desired outcomes. It examines all significant Different ‘attribution models’ allocate outcome ABM Analytics for a deep dive into the various interactions that touched the account (or Buying values in different ways: attribution models. Center) — from first touch to deal closed and beyond — and then distributes value to individual touches. • Single Source Attribution Models assign 100% credit to one touch. Examples include first touch Say four campaigns influenced a $40,000 deal. and last touch. An equal-weight attribution model would assign • Fractional Attribution Models assign value to $10,000 to each campaign. multiple touches. Examples include equal weight, position-based (U-shaped), and minute- Multi-touch attribution, defined Do that for each outcome, and then calculate total weighted (for those companies that use minutes Multi-touch attribution seeks to understand program return by adding up the contributions to track engagement). how each touch contributes to account journey from all influenced outcomes. Combined with • Algorithmic Attribution Models use statistics progression, pipeline, and revenue. accurate investment data, you can calculate and machine learning to calculate the marginal program ROI! contribution of various touches. This opportunity in Salesforce.com shows how four common models attribute a $27,000 deal 129 across various campaigns, sorted by date of successful interaction.