Trial and error and testing can play a significant role in ultimately deciding on a marketing attribution model, as you can compare and contrast, giving credit where it should go for the best possible outcome. It's important to keep in mind that budget will be allocated to those channels that have the highest perceived value, so it makes sense to try and get it right.
For larger organizations, choosing the right model may require the participation of marketing, sales, IT, and finance. Naturally, this means that sales and marketing need to work together and communicate throughout the process to optimize each campaign and get the best possible results. CRM will also become a factor, as marketing touchpoints made to existing contacts will be measured.
Since no marketing attribution model is foolproof, there is no easy answer or formula to use to pick the model that will work best for you. However, you can take steps ahead of time to improve your chances of making the right choice. Here are some tips to follow:
e a Customer Journey Roadmap
When you map out the various touchpoints, channels, and interactions that will dictate a specific campaign, you will have a clearer picture of what to expect. Luckily, you can use analytics to track data for each step to help you determine which ones have the highest value.
Focus on the Quality of Leads