W-shaped Model

Transcript

Visible’s W-shaped attribution model tracks touchpoints from the first anonymous touch all the way to the touchpoint that created the opportunity. Let’s visit John again. Assume that on Monday, John first learned about a SaaS company through a LinkedIn ad. On Tuesday, he was browsing the net when an adroll ad for a SaaS company appeared. John clicks on the ad, which took him to a firm. At that point, John decides to fill out a form enabling him to access some gated content. On Wednesday, he visits the company’s website and submits a demo request for him. John is now a lead. A couple of days later, he’s back online when he attends a company’s webinar that was hosted on a partner’s website. After the webinar, John decides to engage with the company’s sales team, thereby creating the opportunity. The W-shaped model attributes 30% of the revenue to the LinkedIn ad, 30% to the direct web visit that preceded the demo request, and 30% to the partner channel, which created the opportunity. The remaining 10% is attributed to all other touchpoints.