Charlie Braithwaite

by Charlie Braithwaite  Mar 9, 2020

A guide to last non-direct click attribution models

Last non-direct click attribution models give 100% of the credit to your customers’ last non-direct touchpoint. For example, if a customer receives one of your email newsletters, clicks onto your website and browses around, then a week later goes directly to your website and purchases, then the email campaign would get all the credit. Let’s…

by Charlie Braithwaite  Mar 5, 2020

A guide to lead-creation-touch attribution models

Lead-creation-touch attribution models give 100% of the credit to the milestone when a prospect becomes a qualifiable lead. In this piece, we’ll look at how to work out when a prospect becomes a lead, what the pros and cons of this model are, and when it’s best used. When does a prospect become a lead?…

by Charlie Braithwaite  Feb 13, 2020

What is Z-shaped Attribution?

Just like W-shaped and U-shaped models, Z-shaped attribution models are named so due to the shape that they make when you take an overall graphical-level view of how each channel receives credit. As you might’ve guessed, Z-shaped attribution is a multi-touch model that gives credit to all touchpoints in the customer journey. It’s also a…

by Charlie Braithwaite  Feb 12, 2020

Guide to U-shaped Attribution

Like other similarly-named models (think W-shaped and Z-shaped models), U-shaped attribution is a multi-touch, position-based model that vaguely resembles a U when you take a graphical look at how it apportions credit. A multi-touch model means that it takes into account all the different touchpoints along the customer journey, while it’s classified as a position-based…

by Charlie Braithwaite  Feb 11, 2020

Guide to W-Shaped Attribution

A W-shaped attribution model falls into two main categories: Multi-touch: this means that it takes into account (i.e. gives credit to) multiple touchpoints along the consumer’s buying journey. Position-based: This means that the way it decides to apportion credit to those touchpoints depends on their position, in other words where they appear along the buying…

by Charlie Braithwaite  Jan 29, 2020

A guide to linear attribution

What is a linear attribution model? A linear attribution model focuses on multi-touch attribution–meaning it takes into account and attributes credit to multiple touchpoints along the customer journey. In fact, this model actually takes into account every single interaction that a prospect has with your brand prior to purchasing. Mathematically-speaking, they’re incredibly easy to understand.…