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Something I wanted to ask here for ages - how to you approach attribution modeling? Which models work for you and which don't? How do you link the offline with the online world?

  • EF

    Ed Fry

    over 1 year ago #

    I noticed through working with a number of SaaS companies that no one product's customer journey is the. Your attribution model has to fit your business, not the other way around.

    To start with, attribution is a data integration problem. How do you unify all actions taken by leads & prospects (and tie them to a company if B2B), apply the logic of your attribution model, and sync to your reporting tools? This becomes a challenge, particularly unifying events across different channels, people (within the same company), and time frame.

    We wrote about how we've seen teams at Pollfish, Drift, Lengow and more solve multi-touch attribution modelling here: https://www.hull.io/blog/multi-touch-attribution-modelling/