Custom – This is likely the most sophisticated multi-source attribution australia email address list model. It allows the marketing team to determine the value and credit given to each touchpoint based on variables such as the specific marketing channels used in the campaign, the buyer behavior, and the industry.
Weighted Multi-Source Attribution - A weighted multi-source attribution model allows you to acknowledge all of the interactions that happened throughout the entirety of the sales cycle, plus give specific weight to those touchpoints that had the most impact. This type of model will provide you with the most accurate view of the customer journey: which areas are working and which stages need improvement, but it can be a challenge to apply effectively.
Choosing which marketing attribution model to use can be a hotly debated topic within any marketing department. The success of a particular model depends on the values, beliefs, budget, and size of the company, the industry, which tools are used, and how far along you are in your digital transformation.
You should consider your time-to-sale: if it's shorter, single-touch attribution models are more applicable. If it's long-tail, time-decay might be more applicable.