--- description: In this article, we will understand what marketing attribution is along with various types of attribution models and their benefits to SMEs. image: https://gdm-localsites-assets-gfprod.imgix.net/images/capterra/og_logo-e5a8c001ed0bd1bb922639230fcea71a.png?auto=format%2Cenhance%2Ccompress title: A guide to the marketing attribution model for Indian SMEs --- # A guide to the marketing attribution model for Indian SMEs Canonical: https://www.capterra.in/blog/3466/marketing-attribution-model Published on 17/2/2023 | Written by Sukanya Awasthi. ![A guide to the marketing attribution model for Indian SMEs](https://images.ctfassets.net/63bmaubptoky/74ojxvkPUvONKhSuhTNhI9/93b3e9a9622d9bca1dee8abadd208567/Marketing_attribution_model-IN-CA-Header.png) > This article aims to serve as a guide for small and midsized enterprises (SMEs) looking to learn more about the various types of marketing attribution models and the one which can best meet their marketing needs. ----- ## Article Content This article aims to serve as a guide for small and midsized enterprises (SMEs) looking to learn more about the various types of marketing attribution models and the one which can best meet their marketing needs.In this articleWhat is a marketing attribution model?What are the different types of attribution models?What are the benefits of marketing attribution for SMEs?How can SMEs find the right attribution model for their business?The Indian market landscape is probably a competitive one, with brands trying to attract the attention of customers using various ways and channels. For brands, it is important to determine not just when the purchase was made but also what caused that purchase. One of the ways to do that is through the use of the marketing attribution model, which we will learn more about in this article. Let us first understand what a marketing attribution model is.What is a marketing attribution model?A marketing attribution model is a technique or a framework that helps marketers identify the touchpoints that help turn a prospective client into a paying one. According to Google, ‘an attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.’In simple words, the marketing attribution model assigns weightage (or credit) to various steps involved in the conversion journey (or touchpoints) so that marketers can identify the strategies which work the best for the business and boost conversions as a result. This may also help remove the guesswork and bring in more concrete results for both sales and marketing teams.Companies may use attribution modelling to boost the proportion of paying clients, customise marketing campaigns for various clients, boost returns on investments and hone their marketing tactics to suit their needs. We will learn more about the benefits of the digital marketing attribution model in detail later in the article.What are the different types of attribution models?Here is a list of the top five types of marketing attribution models marketers can use to gauge the performance of their marketing initiatives.1. First-touch attribution modelAs the name suggests, this approach gives the user's initial touchpoint credit for an advertising encounter. This is to say that full credit is assigned to the first point of contact a customer has with a channel or marketing activity. The first-touch model can help businesses understand which channel is bringing them the most brand awareness.2. Last-touch attribution modelWith last-touch attribution, the final touchpoint a customer engages with before completing a purchase receives complete attribution credit without taking into consideration earlier interactions. Businesses can determine which marketing initiatives result in sales for their business using the last-touch model.3. Linear attribution modelUnder this paradigm, each touchpoint along a conversion route or customer journey is given an equal share of the credit. For example, if a customer comes across an advertisement on four different social media channels, each would be assigned a 25% credit. This model can offer a more comprehensive overview to the marketers to evaluate their buyer's journey.4. U-shaped attribution modelIn this model, the initial interaction receives 40% of the credit, while the encounter that initiated a contact receives 40%. The remaining 20% is then distributed equally among all interactions that take place between the first interaction and lead creation.5. Time decay attribution modelIn this type of attribution model, the most recent interactions are given greater weightage. This approach assumes that the touchpoints that were used closer to the conversion had a bigger influence on the sale than those that were used earlier.What are the benefits of marketing attribution for SMEs?Having an attribution model in digital marketing can offer many benefits to businesses. Without marketing attribution software, they may be able to inspect the source which is getting them the most traffic and make investments accordingly. In this section, we will discuss various benefits offered by the marketing attribution models to businesses.1. Increased awareness around marketing initiativesBy getting an idea of which channels and touchpoints are generating more traffic and engagement from customers, businesses can tailor their marketing campaigns accordingly and allocate budgets appropriately.2. Increased return on investments Having an efficient attribution model can help marketers to communicate with the appropriate customer at the right time, increasing conversions and thus increasing marketing return on investment (ROI). 3. Better understanding of customer behaviourEvery business possibly aspires to get a better understanding of their customers and their behaviours. Marketing attribution model can help marketers achieve this by giving them more insights into what is attracting their customers the most towards their business.How can SMEs find the right attribution model for their business?Attribution can become increasingly important for bringing your whole marketing team together around a single objective of revenue creation. Finding the model that suits you best could be difficult to determine with so many attribution models in digital marketing and marketing touchpoints available.Having said that, there is no one-size-fits-all strategy or generic marketing attribution methodology that will be effective for each individual or campaign. Marketers and sales teams would possibly have to determine business priorities, allocate budgets, define campaign goals and estimate available resources before they decide which model they would like to pursue and implement. With time and some trial and error, businesses can potentially get an idea of what works best for them and what doesn't.  They may even change attribution models as their business expands and evolves rather than stick with just one throughout. Looking for marketing attribution software? Check out our catalogue\! ## About the author ### Sukanya Awasthi Sukanya Awasthi is a content analyst for Capterra, covering emerging technology trends with a focus on retail, construction and ERP. With an educational background in Computer Science, she brings 8 years of hands-on experience to her writing, translating intricate technical concepts into accessible and informative insights. Sukanya’s research and analysis is informed by nearly 200,000 authentic user reviews on Capterra and over 40,000 interactions between Capterra software advisors and software buyers. Sukanya also regularly analyzes market sentiment by conducting surveys of business leaders in the construction space, as well as retail leaders and consumers, so she can provide the most up-to-date and helpful information to small and midsize businesses purchasing software or services. Her work has been featured in Financial Express, Economic Times, and Bloomberg Quint, among other publications. Outside of work, she likes to spend time with her loved ones and her two dogs. ## Related Categories - [Accounting Software](https://www.capterra.in/directory/1/accounting/software) - [CRM Software](https://www.capterra.in/directory/2/customer-relationship-management/software) - [Email Marketing Tool](https://www.capterra.in/directory/30013/email-marketing/software) - [Project Management Software](https://www.capterra.in/directory/30002/project-management/software) - [Sales Force Automation Software](https://www.capterra.in/directory/12/sales-force-automation/software) ## Related Articles - [What are the major barriers to digitalisation and can government funding help?](https://www.capterra.in/blog/4134/state-of-digitalisation-india) - [5 Best inventory management software in India for SMEs](https://www.capterra.in/blog/3559/inventory-management-software) - [Capterra’s Proprietary Data & Research Methodologies](https://www.capterra.in/blog/7607/proprietary-data-research-in) - [Capterra Software Buyers Guides Methodology](https://www.capterra.in/blog/7590/buyers-guide-methodologies-in) - [4 best ERP software in India for SMEs](https://www.capterra.in/blog/4386/best-erp-software-india) ## Links - [View on Capterra](https://www.capterra.in/blog/3466/marketing-attribution-model) - [Blog](https://www.capterra.in/blog) - [Home](https://www.capterra.in/) ----- ## Structured Data