What Attribution Theories Work Best?
Which Attribution Theory Examples Work Best?
Each of the models here have some benefits and drawbacks, leaving brands to determine the model that will best suit them. You will need to think carefully about your goals for your marketing strategy as you consider the type of attribution theories you want to use. You also need to think about the ability of your organization to measure the impact of the different touch points.
For example, if your brand is in the early stages of marketing and has not dealt with attribution too much in the past, then it might be preferable to start with a one-touch attribution model as you begin to get the hang of the process. As your marketing matures, you may have the bandwidth to handle a more complex attribution model.
In this situation, consider the goals of your campaign. If you want to pay close attention to brand awareness, then a first touch attribution model may fit your needs best. On other other hand, if your content for the beginning of the buyer’s journey regularly performs well and you need to pay close attention to the end of the journey, then a last-touch attribution model may be the direction that you need to go.
One-touch models may also work well for businesses who have a very short buyer’s journey. Certain e-commerce brands, for example, that typically sell to people on the first or second time they visit a page, may find that a one-touch attribution model works well for them.
Many other businesses will want to gain a more accurate picture that can be obtained through the multi-touch attribution models. These models do a better job of measuring the impact of the different touch points along the way, understanding that not one moment deserves all the credit for converting a lead into a customer. The truth of this position may be strengthened for businesses who have a significantly longer buyer’s journey. For example, someone preparing to buy a car often think about the decision for a while before making a purchase. The touch points along the buyer's journey, therefore, will likely have a greater significance.
These organizations may find that the u-shaped attribution model fits them best, allowing them to accurately see the value of the different touch points along the way while also acknowledging the importance of the first and last moments in the journey.
Consider your business model when determining the attribution model that will fit best for you. Think about which one most accurately aligns with what you need to track for the future of your digital marketing campaigns.
The data you collect from your attribution model will likely have a significant impact on how you run your digital marketing strategy moving forward. When you know which touch points perform the best, it becomes easier to construct campaigns that will have the maximum impact. Therefore, think carefully about how you want to set up your attribution model.