Attribution Model Comparison & Selector

Pro v1.0.0 1 view

Compare marketing attribution models and get data-driven recommendations. Analyze how first-touch, last-touch, linear, time-decay, and position-based models credit your channels differently for smarter budget allocation.

What You Get

Reveal true channel performance by comparing attribution models, showing how credit distribution changes across approaches and which model fits your business type and sales cycle.

The Problem

Most marketers rely on single-touch attribution (typically last-click), which dramatically distorts channel performance. A channel that initiates awareness but doesn't close deals gets zero credit, while the final touchpoint gets 100% credit regardless of actual contribution. This leads to under-investment in top-of-funnel channels and over-investment in bottom-funnel tactics.

The Solution

This skill applies five attribution models to your customer journey data and reveals how credit distribution changes across each. You receive side-by-side comparisons showing how each model credits your channels differently, ranking changes to visualize which channels gain or lose importance, business-context recommendations tailored to your industry and sales cycle, and budget reallocation analysis showing exactly how adopting the recommended model would impact channel investment decisions.

How It Works

  1. 1 Collect customer journey data showing touchpoint sequences from awareness to conversion
  2. 2 Apply five attribution models: first-touch, last-touch, linear, time-decay, and position-based
  3. 3 Generate side-by-side comparison showing how each model credits channels differently
  4. 4 Identify ranking changes and which channels gain or lose importance under different models
  5. 5 Recommend best-fit model based on industry, sales cycle length, and touchpoint patterns
  6. 6 Analyze budget reallocation impact with dollar amounts and expected outcomes

What You'll Need

  • Customer journey data showing touchpoint sequences for conversions
  • Marketing channel identifiers for each touchpoint in the journey
  • Business context: industry, sales cycle length, typical touchpoints per conversion

Get This Skill

Requires Pro subscription ($9/month)

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Examples

B2B SaaS with Organic-Led Journeys

Attribution analysis for a B2B SaaS company with 100 conversions, 4-week sales cycle, and 5 touchpoints typical. Demonstrates how organic search gets 0% credit under last-touch but 33% under position-based, revealing hidden pipeline value.

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E-commerce Flash Sale Attribution

Attribution comparison for an e-commerce flash sale with 200 conversions and 2-5 day sales cycle. Shows how Instagram appears worthless under last-click (0%) but drives 8-12% of value under time-decay, preventing premature budget cuts.

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Local Dental Practice with Phone Conversions

Attribution analysis for a local dental practice with 50 new patients, mixed online/offline channels, and phone as primary conversion mechanism. Demonstrates handling the 'phone gets all credit' problem and reveals hidden value in direct mail.

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