Attribution

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 4 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 Salesforce.com. Every implementation of CaliberM…

Chris Nixon
Updated 10 months 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 7 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 7 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 3 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 Salesforce.com versus ones that are embedded directly in the CRM.. Here at CaliberMind we a…

Eric Westerkamp
Updated 2 years ago by Eric Westerkamp

Virtual Campaigns in CaliberMind

What Are Virtual Campaigns? Can we track and use events that don’t have a salesforce campaign or UTM medium in CaliberMind models? It can be difficult for marketing operations to track efforts for no…

Cathy Funderburg
Updated 6 months ago by Cathy Funderburg

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 7 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 3 months ago by Nic Zangre

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