In the Clarivoy dashboard, there are a number of different attribution models to choose from at the top of each page:

Multi-Touch Any

This is the default model for attribution analysis. “Any touch” means that sources and channels are given full credit for any sale in which they appear anywhere in a buyer’s pre-purchase event trail. Because many buyers encounter more than one marketing tactic before purchase, each vehicle purchase is likely influenced by more than one Channel. The sum of all Channels will therefore exceed the total number of attributed sales. For example, if two Sources, Facebook and Autotrader, were observed in a buyer’s pre-purchase trail, each receives credit for influencing one vehicle sale.

We rely primarily on this model because it’s the most intuitive, “plain English” way of explaining the attribution. It does not factor in overlap between channels, so if your customer is a Data Junkie and asks questions about that, you can explain that a given buyer may appear in multiple channels if he/she was influenced by more than one channel.

Multi-Touch Even, Parabolic and Binomial

 In these models, credit for a sale is distributed proportionally across all touchpoints that a buyer encountered. Each source and channel that the buyer encountered receives partial credit for a sale, with the sum of each buyer’s touchpoints equaling one per vehicle sold. The sum of all Channels will always equal the total number of attributed sales.

Multi-Touch Even 

All touchpoints received an even portion of the credit. For example, if two Sources, Facebook and Autotrader, were observed in a buyer’s pre-purchase trail, Facebook and Autotrader would each receive 50% of the credit for the purchase, or 0.5 vehicles.

Greater weight is given to the sources the buyer encountered first and last before purchasing. The sources in the middle are given different weights based on where they appeared in the buyer’s journey.

Multi-Touch Binomial

Greater weight is given to the sources the buyer encountered first and last before purchasing. The sources in the middle are weighted evenly, at a lower level.

First Touch, Last Touch

In these models, we attribute credit only to the first (or last) touchpoint that was identified in the buyer’s pre-purchase event trail. Each vehicle purchase has only one “first touch” (or last touch) event, so that touchpoint would receive full credit for a sold vehicle.