It is one of the most advanced ways to

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It is similar to the previous model but includes an additional touchpoint: opportunity creation.

The greatest value is attributed to the three main stages of the buyer journey: visit, prospect and sales opportunity.

Each of these receives 30% credit and 10% is divided among the others.


Attribution Marketing W-shaped Model
5.- Full route or Z-shaped
This model represents marketing beyond opportunity.

Instead of just three key points as the W model provides, this model adds one more stage: closing the sale.

One of the benefits of the full-path attribution model is that it gives equal weight to initial marketing activities and subsequent follow-ups of the sales opportunity.

Each touchpoint receives 22.5% credit and 10% is split equally among the remaining touchpoints.

6.- Algorithmic attribution
It refers to the creation of a personalized and unique model for each business.
collect and infer attribution data.

By analyzing existing customer data, you can determine which channels had the greatest impact.

This is a difficult and time-consuming model to build but it certainly provides the most accurate representation of the impact of marketing actions on the customer journey and final conversion.

How to choose the right attribution model for my business?
Marketers must take into account different variables when choosing the attribution model they trust, since as we have seen, very different campaign and action perspectives can be obtained depending on the model.

Some tips to guide you in making the right choice
Consider as a starting point the time it takes for a user to convert
Single-touch models do not take into account the entire purchase cycle, as the longer the conversion takes, email list of kuwait businesses the more complex it will be, including multiple visits or even comparison with competitors.

Consider the number of active channels in your sales cycle
Including online and offline aspects if necessary.

The fewer channels involved, the simpler the model you can use.

Long purchasing processes require algorithmic or W-shaped models.