Attribution Models

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.


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…


Chain-Based Attribution Model

Introducing the CaliberMind Chain-Based Attribution Model: Using data science to analyzing probabilities of linked events in the customer journey, we're now able to predict sales opportunity conversion with a much higher level of accuracy than previous marketing attribution models -- ultimately leading to more revenue and better decisions for your B2B Enterprise.

Nolan Garrido
Updated by Nolan Garrido

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.


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 by Evan Hannscott