You might be wondering how long it takes from onboarding to being able to use Northbeam effectively.
Although some functionality is available immediately, other attribution models require time for our Machine Learning platform to learn and improve.
Available For Immediate Use
Northbeam offers three single-touch attribution models that can be used out-of-the-box:
- First Touch: All revenues are attributed to the first marketing touchpoint in the customer journey (i.e., top of the funnel).
- Last Touch: All revenues are attributed to the last marketing touchpoint in the customer journey (i.e., bottom of the funnel).
- Last Non-Direct Touch: If the last touch was a direct visit, we skip that touchpoint and attribute the revenue to the last marketing touchpoint before that visit. Additionally, our Linear Multi-Touch Attribution Model is available out of the box:
- Linear: Revenues are split evenly across all marketing touchpoints in the customer journey.
Available After Learning Phase
Our two proprietary Northbeam Multi-Touch Attribution Models use machine learning to improve insights into your customer journey:
- Clicks Only: Requires ~1-2 weeks of data gathering. Northbeam’s proprietary Clicks Only model is similar to Linear, but it doesn’t give attribution credit to any direct, organic search, paid search, or email/ SMS IF there is a touchpoint source in the customer’s journey. This model aims to help identify acquisition channels/impact so you can grow your top line. We want to recognize efforts that truly acquire customers, not touchpoints that serve as vehicles.
- Clicks and Views: Requires ~30 days of learning. Our second custom model builds on Clicks Only but also gives appropriate credit to Views at any point throughout the customer’s journey. This model provides a better understanding of digital performance vs. Clicks Only if your business relies more on Views than Clicks.