Once we collect customer data, we stitch it into a customer journey, which can then be attributed in a number of ways
Northbeam has two dimensions by which we look at data and attribute revenue: Accounting Mode and Attribution Model
Attribution model
The attribution model determines who gets credit for any given transaction. Is it the first touchpoint? The last touchpoint? Or a split between multiple touchpoints.
Accounting Mode
Determines how and when we recognize revenue
- Cash Accounting recognizes revenue at the time of purchase (time of transaction accounting - cash in, cash out).
- Accrual Accounting (time of impression accounting) recognizes revenue at each of the associated marketing touchpoints. The goal of Accrual accounting is to disambiguate the conversion lag in the business by matching marketing dollars to revenue dollars.