Revenue Attribution Model Builder

ATTRIBUTION MODEL OPTIONS

Model Comparison

Model	Best For	Complexity	Bias
First touch	Lead gen focus	Low	Top of funnel
Last touch	Sales focus	Low	Bottom of funnel
Linear	Simple multi-touch	Medium	None
Time decay	Recent influence	Medium	Recent touches
Position-based	Balanced view	Medium	First + last
Custom/Data-driven	Accuracy	High	Data-based

Model Selection Guide

ATTRIBUTION MODEL SELECTION

CHOOSE FIRST-TOUCH WHEN:
☐ Marketing focused on lead generation
☐ Simple reporting needed
☐ Long sales cycles
☐ Brand awareness priority

CHOOSE LAST-TOUCH WHEN:
☐ Sales-focused organization
☐ Short sales cycles
☐ Direct response campaigns
☐ Simple implementation needed

CHOOSE MULTI-TOUCH WHEN:
☐ Multiple marketing channels
☐ Complex buyer journey
☐ Need balanced view
☐ Budget optimization priority

RECOMMENDED FOR MOST B2B:
Position-based (40-20-40)
• 40% to first touch
• 20% split among middle
• 40% to last touch

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MULTI-TOUCH CALCULATION

Position-Based Attribution

POSITION-BASED CALCULATION (40-20-40)

OPPORTUNITY: $100,000

TOUCHPOINTS:
1. Paid search ad (First) → 40% = $40,000
2. Webinar attendance → 10% = $10,000
3. Email campaign → 10% = $10,000
4. Sales call (Last) → 40% = $40,000

CHANNEL CREDIT:
Paid Search: $40,000
Events: $10,000
Email: $10,000
Sales: $40,000

TOTALS MUST = OPP VALUE: $100,000 ✓

Time-Decay Attribution

TIME-DECAY CALCULATION

DECAY RATE: 7-day half-life

TOUCHPOINTS (Days Before Close):
1. Blog post (60 days) → Weight: 0.002
2. Webinar (30 days) → Weight: 0.06
3. Demo request (7 days) → Weight: 0.5
4. Proposal view (1 day) → Weight: 0.91

NORMALIZED WEIGHTS:
Total: 1.472
1. Blog: 0.14%
2. Webinar: 4.1%
3. Demo: 34.0%
4. Proposal: 61.8%

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CHANNEL ATTRIBUTION ANALYSIS

Attribution by Channel

Channel	Influenced Opps	Revenue	% of Total
Paid Search		$	%
Organic		$	%
Email		$	%
Events		$	%
Referral		$	%
Direct		$	%

Attribution Report Template

ATTRIBUTION REPORT

PERIOD: _______________

FIRST-TOUCH ATTRIBUTION:
Channel          | Revenue    | % Share
-----------------|------------|--------
Paid Search      | $_____     | ____%
Organic Search   | $_____     | ____%
Events           | $_____     | ____%
Referral         | $_____     | ____%

MULTI-TOUCH ATTRIBUTION:
Channel          | Revenue    | % Share
-----------------|------------|--------
Paid Search      | $_____     | ____%
Organic Search   | $_____     | ____%
Events           | $_____     | ____%
Referral         | $_____     | ____%

INSIGHTS:
_______________________________________________

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