SkillAnalytical

Attribution Modelling

The discipline of assigning credit for pipeline and revenue outcomes to the marketing and sales touchpoints that contributed to a deal — using models ranging from first-touch to algorithmic multi-touch attribution.

Day-to-day use

Building attribution reports in Salesforce or Bizible, comparing first-touch vs. multi-touch attribution numbers with marketing leadership, auditing campaign influence data for completeness, and advising on UTM tagging strategy to improve touchpoint capture.

Typical tasks

·Building a W-shaped attribution model to show marketing's influence on pipeline
·analysing CAC by channel using first-touch attribution
·auditing campaign member data for completeness
·designing UTM taxonomy for consistent tracking

Business outcome

Attribution modelling enables marketing to justify budget, identify high-performing channels, and optimise spend toward programmes that generate the most pipeline and revenue — improving overall CAC efficiency.