Attribution Models: W-Shaped

The “W” shape model is an attribution model that gives different weights to activities that include the following criteria: An activity that is flagged as the primary campaign, the activity is associated with a primary contact, or the activity happened prior to the opportunity.

Camela Thompson
Updated 8 months ago by Camela Thompson

Attribution Models: Middle

A standard model used for baselining attribution for opportunities flagged with a primary campaign. This model works with standard fields in CRMs like Every implementation of CaliberM…

Chris Nixon
Updated 1 year ago by Chris Nixon

Chain-Based Attribution Model

Are you using the last touch attribution model? first touch? even-weight? Are you finding out that these models don't accurately weigh touch points in the customer journey based on their influence? A…

Nolan Garrido
Updated 11 months ago by Nolan Garrido

Removal effect with a Markov chain model

This article assumes you are familiar with the Markov chain model as it relates to attribution. If you'd like a brief overview, check out our knowledge base article on the topic. In order to determin…

Nolan Garrido
Updated 2 months ago by Nolan Garrido

Attribution Reports Summary

CaliberMind Attribution reports can be critical to making data-informed decisions on tactics and marketing mix. The underlying attribution models are completely flexible and there's no limit to the n…

Misha Salkinder
Updated 7 months ago by Misha Salkinder

Attribution - CaliberMind versus Embedded Attribution in Salesforce?

Summary: Learn about the differences between attribution solutions that are stand-alone and live outside of versus ones that are embedded directly in the CRM.. Here at CaliberMind we a…

Eric Westerkamp
Updated 2 years ago by Eric Westerkamp

Choosing the Right Attribution Model

Each attribution model answers a different business question. We'll highlight the most common uses for each model so you're better equipped to choose the right attribution model for your organization's needs.

Camela Thompson
Updated 2 months ago by Camela Thompson

Virtual Campaigns in CaliberMind

What Are Virtual Campaigns? Virtual Campaign is a CaliberMind concept that allows us to extend the concept of campaign activity outside of what marketing traditionally tracks. This often includes web…

Camela Thompson
Updated 2 weeks ago by Camela Thompson

The A-Shaped Model

What is the “A” shaped Model? The A-Shaped model is an attribution model that assigns weights to eligible touches based on each touch’s proximity to the date an opportunity was created. The closer th…

Evan Hannscott
Updated 11 months ago by Evan Hannscott

Campaign Types - Best Practices for Easy-to-Read Attribution

There are many ways to slice-and-dice campaign performance for reporting. Some popular ways are: Channel: How members entered a campaign Here's an article about how we set channels by default: Standa…

Nic Zangre
Updated 2 years ago by Nic Zangre

Best Practices for Tracking Return-on-Ad-Spend (ROAS)

ROAS Overview. Return on Ad Spend reports allow marketers to marry Ad Spend data with Attribution / ROI data. For marketing executives, this is a key concept because many companies spend millions of…

Nic Zangre
Updated 7 months ago by Nic Zangre