Revenue Attribution

# Revenue Attribution

> Determine which marketing and sales activities drive revenue using multi-touch attribution models, enabling smarter budget allocation and campaign optimization.

## When to Use This Skill

- Justifying marketing spend to leadership
- Optimizing channel mix allocation
- Evaluating campaign ROI
- Resolving marketing/sales credit disputes
- Building attribution reports

## Methodology Foundation

Based on **Bizible/Marketo Multi-Touch Attribution** and **Google Analytics Attribution Models**, covering:
- First-touch attribution (awareness credit)
- Last-touch attribution (conversion credit)
- Linear attribution (equal credit)
- Time-decay attribution (recency-weighted)
- Position-based (U-shaped, W-shaped)

## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Explains attribution models | Which model fits your business |
| Calculates credit distribution | How to act on insights |
| Identifies top-performing channels | Budget reallocation amounts |
| Shows model comparison | Final attribution policy |
| Highlights discrepancies | Exception handling |

## What This Skill Does

1. **Model education** - Explain different attribution approaches
2. **Credit calculation** - Apply models to touchpoint data
3. **Channel analysis** - Compare performance by source
4. **Model comparison** - Show how results differ by model
5. **Optimization recommendations** - Where to invest more/less

## How to Use

```
Analyze attribution for this closed-won deal:

Deal: [Company Name]
Value: $[Amount]
Close Date: [Date]
Sales Cycle: [Days]

Touchpoint Journey:
1. [Date] - [Channel] - [Action]
2. [Date] - [Channel] - [Action]
...
[List all touchpoints chronologically]

Questions:
- Which channels deserve credit?
- Compare first-touch vs last-touch
- Recommend budget allocation
```

## Instructions

### Step 1: Understand Attribution Models

| Model | Logic | Best For |
|-------|-------|----------|
| **First-Touch** | 100% to first interaction | Awareness measurement |
| **Last-Touch** | 100% to final conversion | Direct response |
| **Linear** | Equal split across all | Long consideration cycles |
| **Time-Decay** | More credit to recent | Sales-assisted journeys |
| **Position-Based** | 40/20/40 (first/middle/last) | Balanced view |
| **W-Shaped** | 30/30/30 + 10 remainder | Include MQL moment |

### Step 2: Map the Customer Journey

Document all touchpoints with:
- **Timestamp** - When it occurred
- **Channel** - Source (Paid, Organic, Email, Event, etc.)
- **Action** - What happened (visit, download, demo, etc.)
- **Stage** - Awareness, Consideration, Decision

### Step 3: Apply Attribution Model

**First-Touch Example:**
```
Journey: Paid Search → Email → Webinar → Demo → Close
Revenue: $50,000

First-Touch Attribution:
- Paid Search: $50,000 (100%)
- All others: $0
```

**Linear Example:**
```
Same journey, 4 touchpoints:
- Paid Search: $12,500 (25%)
- Email: $12,500 (25%)
- Webinar: $12,500 (25%)
- Demo: $12,500 (25%)
```

**Position-Based (40/20/40):**
```
- Paid Search: $20,000 (40% - first)
- Email: $5,000 (10% - middle)
- Webinar: $5,000 (10% - middle)
- Demo: $20,000 (40% - last)
```

### Step 4: Aggregate by Channel

Sum attribution across all deals to see total channel contribution:

```
Channel Performance (Position-Based):
- Paid Search: $500K attributed (35%)
- Events: $300K attributed (21%)
- Organic: $280K attributed (19%)
- Email: $220K attributed (15%)
- Referral: $150K attributed (10%)
```

### Step 5: Calculate ROI by Channel

```
Channel ROI = Attributed Revenue / Channel Spend

Example:
- Paid Search: $500K revenue / $100K spend = 5x ROI
- Events: $300K revenue / $200K spend = 1.5x ROI
```

## Examp