Attribution models

Transcript

Bizible offers five attribution models that show you as little or as much as you want of the generated touchpoints at one or all stages of the funnel. There are two single touch models, the first touch and the lead creation touch. There are three multi-touch models, U-shaped, W-shaped, and full path. Those single-touch models show you interactions at the top of the funnel. The first touch is a record of the first customer interaction. A lead creation touchpoint is created when a prospect fills a form. The multi-touch models expand down the marketing funnel to cover marketing activities responsible for influencing the lead. Multi-touch models are for those who want more insight into and a clear picture of the customer’s journey. The U-shaped model covers first-touch, lead creation, and smaller in between touches. The W-shaped covers all interactions from the top of the funnel to the touch that creates the opportunity. The full path is comprehensive, and covers the entire journey.