Learning Attribution Archives | CaliberMind Knowledge Base and Docs

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CaliberMind’s Standard Attribution Models: A Best Practices Guide

Attribution is the foundation of revenue analysis. It is the process of assigning credit (usually in dollar amounts) to the various marketing and sales touchpoints that generate new pipeline or accelerate existing opportunities. While attribution insights are often used to optimize funnel performance, it is important to note that Attribution...

December 16, 2025

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.

December 6, 2024

How Is CaliberMind Different From My CRM Attribution?

We often get asked what makes CaliberMind attribution different from what you have natively in your CRM. It often boils down to reducing dependence on data entry and which touchpoints are included in a model.

September 13, 2024

Attribution Models: First-Touch

The "first-touch" attribution model gives 100% of weight to the first marketing activity or touch point that leads to conversion. It's a single-attribution model where credit is given to the first channel a user has interacted with before converting.

July 18, 2024

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 the proximity to the create date, the greater the weight. When the values of touches are graphed,...

January 31, 2024

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 Salesforce.com. Every implementation of CaliberMind comes with the Middle standard model used to track explicit attribution. This model is good for a very conservative estimate, since a rep usually has...

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...

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…

December 6, 2023