Thirdly, applying various attribution models. Once call data is accurately linked to marketing touchpoints, various attribution models can be applied:
First-Touch Attribution: Gives 100% credit to the very first interaction. Useful for understanding what drives initial awareness and leads.
Last-Touch Attribution: Assigns 100% credit to the final interaction before the call. Good for identifying what triggers immediate action.
Linear Attribution: Distributes credit equally across all shop touchpoints in the journey. Provides a holistic view.
Time Decay Attribution: Gives more credit to touchpoints closer to the conversion. Reflects the idea that recent interactions have a stronger influence.
Position-Based (U-Shaped/W-Shaped): Assigns more credit to the first and last interactions, with the remainder distributed among middle touchpoints. Choosing the right model depends on business goals; often, a multi-touch model provides a more comprehensive understanding of the customer journey leading to a phone call conversion.
Finally, integrating call data with other marketing data. For a complete picture, call attribution data must be integrated with other marketing analytics platforms (e.g., Google Analytics, CRM systems, ad platforms). This allows businesses to see how phone calls fit into the broader customer journey, understand their contribution to overall conversions, and optimize cross-channel marketing spend for maximum impact. By accurately attributing phone call conversions, businesses can make informed decisions about where to invest their marketing budget and truly understand the ROI of their phone-driven campaigns.