Like other models of the same name (think W-shaped and Z-shaped models), the U-shaped assignment is a position-based multi-touch model that looks vaguely like a U when you look at it graphically. how it distributes credit. U-shaped allocation A multi-touch model means that it takes into account all the different touchpoints throughout the customer journey, whereas it is classified as a position-based model because the amount of credit given to each touchpoint depends on its position in the funnel. A U-shaped attribution model is quite easy to understand; the first touchpoint (i.e. the interaction a prospect has with your brand) receives 40% of the overall credit for that sale, while the last touchpoint (the last step before they converts and becomes a paying customer) also receives 40%. The remaining 20% of the credit is shared equally among all other touchpoints, regardless of their number. Lead-Attribution-Banner-CTA Use a U-shaped model for your business Let's say you are a B2C company selling home insurance. You invest heavily in search engine optimization (SEO) and as a result most of your prospects initially become aware of your brand organically.
One of those prospects browses your website, reads a few articles about bogs about why home insurance is so necessary and the employee email database potential costs of not having it, and then decides to fill out a form requesting a callback. A member of your sales team sees the request and calls back the next day. Impressed with your prices and convinced that they need a new home insurance policy, the client decides to go ahead and purchase a policy from you. Of course, in reality things could be more complicated than that – the vast majority of consumers would likely be consulting several different insurance providers over a longer period of time to ensure they are sure they are getting the right deal. In this example, the first touchpoint, i.e. the first time they clicked on your website from their organic search query, would be given 40% of the credit. If the customer had spent $1,000 on a policy with your company, then that touchpoint alone would be worth $400.
The last touchpoint (when your sales team called them back) would also be worth an additional $400, and any other touchpoints in between (like reading your blog posts) would split the remaining 20%. Why would this help my marketing strategy in the future? While you shouldn't base your entire marketing strategy on a single sale, using a U-shaped attribution model will give you insight into how all of your marketing channels and strategies work together to attract customers. . They could demonstrate, for example, that most leads tend to come to your website initially through organic search. will attract more customers. On the other hand, you just spent $2,000 on a comprehensive report highlighting the number of people without home insurance in the United States and what it ends up costing them each year. But as interesting as it may be, it hasn't garnered much interest and hasn't actually featured in any of your customers' buying journeys. That might sound good to you as a home insurance company, but to the average person, they don't really care about macro-level insurance stats. In fact, they just want to know that their belongings are safe.