Much like W-shaped and U-shaped models, Z-shaped attribution models are so named because of the shape they take when you take a graphical-level overview of how each channel receives the credit. Z-shaped attribution is a multi-touch model that gives credit to employee contact list all touchpoints in the customer journey. It's also a position-based model, meaning it decides how much credit to give each touchpoint based on its particular position in the sales cycle/buyer's funnel. z-shaped allocation How does Z-shaped attribution work? The Z-shaped attribution is quite easy to employee contact list understand.
The four most important touchpoints in the consumer journey receive 22.5% of the credit, with the remaining 10% split equally among the employee contact list other touchpoints. But which touchpoints receive 22.5%? First touch = 22.5% The first credit is awarded on the first touch. It's as simple as it sounds: the first time a prospect interacts with your brand (whether through organic search, coming to employee contact list your booth at an event, or seeing an ad online), they receives 22.5% of the total credit for the sale. After all, if a customer had never even heard of your brand, they would never have converted. Lead Generation Touch = 22.5% The second key interaction to receive 22.5% credit is the lead generation touchpoint.
Surface lead generation can seem a bit complex to understand. After all, how do you know when a prospect is a lead (or vice versa)? Lead generation always involves an exchange - a prospect exchanges something of their own (usually their contact information) in exchange for something else (like a thought leadership eBook). Once this process has taken place and a prospect has agreed to employee contact list be contacted by your company, they are then qualified as a lead. This is also a very important step: if you fail to get prospects to voluntarily agree to employee contact list be contacted by your company and receive marketing materials