What do attribution models do | CRM FAQs

What do attribution models do?

Marketing campaigns can run for weeks or months before the customers decide to make a purchase or do business with you. You need to understand which campaign drives the customer towards deciding to make a purchase and which one had the least impact on their buying pattern so that you can channel your marketing revenue to the right campaign.

The marketing attribution models can help you in identifying the profitable campaigns through reports like:

  • Top revenue generating campaign

  • Leads generated based on type of campaign

  • Conversions based on type of campaign

Based on these insights, you can stop conducting the campaigns that don't add value to your conversions.

Zoho CRM provides six models: First touch, last touch, U shape, W shape, linear, and time decay.

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                                                          Why do Businesses Need Marketing Attribution? Marketing campaigns play a crucial role in any business, as they help one ensure a better consumer reach and awareness. Most companies prefer integrated campaigns since multiple channels ascertain much ...
                                                        • Can I configure different attribution models for different campaigns?

                                                          No, you cannot use different models for different campaigns, because the attribution model works on the entire sales stage and takes into account all the campaigns that participated in one sales cycle. As a result, the model that you choose will be ...
                                                        • Can the ROI weightage be given based on the Lead Source?

                                                          No, the weightage is given to the type of campaign. If you think a particular campaign has more contribution towards conversion or deal closure, then you can manually adjust the ROI weightage, so that a higher percentage is ascribed to that ...
                                                        • How can I exclude a campaign from the ROI calculation?

                                                          Only for the linear model there is an option to define the weightage for each campaign. The revenue will be ascribed to the campaigns based on the value that you enter. Also, you can exclude those campaigns that you think did not have major ...
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