Default Attribution Model Types

Overview

After the free trial is installed for the first time, there are 3 pre-configured models that are active, including:

• Account-Based Even Spread
• Opportunity-Based Even Spread
• Opportunity-Based W-Shaped Model

Who does it Benefit?

Prospects and customers who install the free trial and want to use and see value of basic model types, without having to do any major configurations.

What is the Business Value?

You can compare the results generated from the 3 default models in order to determine gaps in data and decide what other model types you may need (to configure) to support your business process.

Account-Based Even Spread

This model is configured to give an equal share of revenue to all related touches for all contacts on the account associated to the opportunity. This is a good baseline to get an idea of what campaigns were influencing deals but does not make any distinction between the relative impact of individual touches.

Opportunity-Based Even Spread

This model is configured to give an equal share of revenue to all related touches for contacts associated to the opportunity. This is a good baseline to get an idea of what campaigns were influencing deals for contacts directly associated to the opportunity but does not make any distinction between the relative impact of individual touches.

Opportunity-Based W-Shaped Model

This model is configured to divide the attribution credit evenly to the Primary, First, and Last touches associated to the primary contact on the opportunity. This is a good model if you want to attribute based on these three major touches for the associated contact.

Since each organization has adopted different process and the labels and meanings for data varies from company to company, it is up to you to tweak model parameters so they best fit the organization's reporting requirements.