Attribution
Definition
The process of identifying which marketing touchpoints and channels contributed to a conversion, deal, or revenue outcome.
Attribution models attempt to assign credit to the various marketing and sales interactions that influence a buying decision. Common models include first-touch, last-touch, linear, U-shaped, and W-shaped attribution. Multi-touch attribution (MTA) distributes credit across multiple touchpoints, while marketing mix modeling (MMM) takes a statistical approach at the aggregate level. Accurate attribution is one of the biggest challenges in B2B marketing due to long sales cycles, multiple stakeholders, and offline interactions.
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FAQ
What does Attribution mean?
Attribution models attempt to assign credit to the various marketing and sales interactions that influence a buying decision. Common models include first-touch, last-touch, linear, U-shaped, and W-shaped attribution. Multi-touch attribution (MTA) distributes credit across multiple touchpoints, while marketing mix modeling (MMM) takes a statistical approach at the aggregate level. Accurate attribution is one of the biggest challenges in B2B marketing due to long sales cycles, multiple stakeholders, and offline interactions.
What are the best Attribution tools?
Top tools related to Attribution: Customer.io, Brevo, Loops, Mailgun, Tinybird.