Tom King

Account Executive

April 12, 2023

8 minute read

7 Powerful Revenue Attribution Models to Optimize Marketing Impact

Revenue attribution models help you understand the impact of your marketing efforts and customer interactions on your B2B SaaS company's revenue. By using these models, you can allocate credit to specific touchpoints in the buyer's journey, optimize your marketing campaigns, and make better-informed decisions on marketing spend. 

Here are some common revenue attribution models and their benefits:

  1. First-Touch Attribution: This model attributes 100% of the revenue to the first touchpoint in the customer's journey. It helps identify which marketing channels or campaigns are most effective at generating leads.
  2. Last-Touch Attribution: In this model, 100% of the revenue is attributed to the last touchpoint before a sale. It highlights the channels or campaigns that are most effective at closing deals.
  3. Linear Attribution: This model assigns equal credit to all touchpoints in the buyer's journey. It provides a balanced view of your marketing efforts' impact and helps identify the overall performance of your campaigns.
  4. Time-Decay Attribution: This model assigns more credit to touchpoints that are closer to the sale, with earlier touchpoints receiving less credit. It helps you focus on channels or campaigns that drive conversions and prioritize recent marketing efforts.
  5. U-Shaped Attribution: This model gives more credit to the first and last touchpoints, with the remaining credit divided equally among the other touchpoints. It helps you focus on both lead generation and closing efforts and optimize your marketing funnel accordingly.
  6. W-Shaped Attribution: This model attributes more credit to the first touch, lead conversion, and opportunity creation touchpoints, with the remaining credit divided equally among other touchpoints. It helps you identify the most impactful stages of the buyer's journey and allocate resources effectively.
  7. Custom Attribution: This model allows you to create your own rules and weightings for attributing revenue to touchpoints. It offers flexibility to tailor the attribution model to your specific business needs and marketing strategy.

By analyzing data using these different attribution models, you can identify the strengths and weaknesses of your marketing efforts, optimize your campaigns, allocate resources efficiently, and ultimately maximize the return on your marketing investment.