5 Rules-Based Attribution Models PR Pros Should Know
This post is based on content from our free white paper “How to Measure PR in a Multi-Touch Attribution Model.”
PR professionals have a lot of data to filter and analyze before they can highlight the value of their strategy. What’s more, there’s no longer a singular, straightforward customer journey to trace. Instead, the path zigzags due to the increasing number of digital touch points.
Multi-touch attribution models take all those points into account, from A to Z and back to A again. However, many are intimidated by the thought of implementing such an involved data measurement process. But if you start simply with a rules-based model, you’ll find multi-touch attribution is a lot easier than it may initially seem.
Check out these five types of rules-based multi-touch attribution models that will help you get started with PR measurement.
As the name implies, the single-touch model focuses primarily on one touch point; it gives credit to the action that came first or last before driving a conversion. Use this model to focus on those two touches, but don’t expect PR miracles. The single-touch model simply gets your noggin thinking critically about data and measurement.
Unlikethe single-touch model’s approach, the linear model takes each and every touch point into consideration when measuring data, providing an overview of your efforts as a whole. But as we discussed earlier, not many customer journey paths follow a perfectly straight line. While this model identifies each major point, it fails to recognize any off-course touch points
Once you’ve gotten the hang of the linear model, you can try out the position-based model, which shows which points are most effective for your PR strategy. This model assigns a specific weight to each touch point, and similar to the single-touch model, places more emphasis on the first and last points. A touch point’s weight is determined by its position.
4. Time Decay
In this model, touch points are assigned a weight dependent on their position in time, not journey. The touch points closest to the sale get the most weight, and those preceding that point are assigned less and less weight the farther away they are. This model has limitations in that the “rate of decay” is often an arbitrary value.
Try a custom model only once you’ve gotten an idea of how the first four models work. As the name hints, you customize an existing model with your brand’s specific data. This model can compare and contrast multiple models in one go, but should only be implemented once you begin to feel comfortable with data measurement.
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