Attribution Model

An attribution model is a system that assigns a value to any given sales or marketing goal/touchpoint in the buying process. Attribution models can be linear (assigning consistent and equal value to all goals and touchpoints involved) or weighted (assigning more or less value to certain instances).

For example, in a weighted system more value might be attributed to the “completed product demonstration” goal than the “signed up for email list” goal. Where in a linear system each goal is given the same amount of value. Attribution models also indicate the lead source of a contact.

Attribution models reveal how channels are performing for your business so you can work to improve channels that are underperforming, and double down on those that are effective.

What are the different attribution models?

The 6 core attribution models explained:
Last-click – Gives credit to the last channel a user engaged with before converting
First click – Gives credit to the first channel
Linear – Gives even credit across all channels
Time decay – Gives credit to the most recent channels engaged with
Position-based (W-attribution) – Gives 40% of credit to both first and last-click channels, with 20% shared between channels engaged with in between.
Data-driven – Gives weighted credit based on which channels are deemed most impactful in the conversion process

What is the best attribution model?

The best attribution model depends on your goals:
Last-click – The most conservative attribution (also the default for Google Analytics)
First click – The most growth-oriented attribution
Linear – A great starting point for attribution modelling
Time decay – Conservative attribution
Position-based (W-attribution) – A more mature growth-oriented attribution
Data-driven – Account-based attribution modeling

How do I choose an attribution model?
Choose an attribution model based on the unique customer lifecycle of your business, the insights you can use from the specific model, as well as the current marketing, sales, and operations team makeup.


An autoresponder is a message that is automatically sent after someone subscribes to an email list.

Different from a broadcast email, an autoresponder is typically a single message, but modern email marketing platforms can create more advanced autoresponders that send multiple triggered messages.

What is an autoresponder and how does it work?
Although the term “”email autoresponder”” most often refers to an email sent after someone subscribes to an email list, it is possible to trigger an autoresponder based on other user actions. Most autoresponders are email autoresponders, but it is also possible to send text messages via some email service providers.

How do you use an autoresponder?
Email autoresponder campaigns are triggered by customer actions. When a contact
Submits a form
Registers for an event
Signs up for your newsletter

Average Open Rate

Average open rate is the percentage of email recipients that open an email message from a sender. Open rate is calculated by dividing the number of people who open the email by the number of people who received the email. The average open rate is the open rate averaged across all email campaigns.

Average open rate can usually be found in your email marketing platform. Average open rates can vary based on industry and the types of emails sent.

For a standard email marketing campaign, a good open rate benchmark is 20 percent. However, triggered emails and email autoresponders tend to have higher open rates because they are triggered by a user action.

What’s the average open rate for an email blast?
Your average open rate for emails, with an engaged email list, should be between 20-25%. Click through rate should be between 3-5% for each email sent.

How do you work out open rate?
Most email service providers and email marketing platforms will do this math for you, but in case that is not true for you, divide the total number of contacts you sent the email to.

What is the difference between click rate and open rate?
The open rate of an email is the total contacts that opened the email divided

Example: 200 email opens / 1000 emails sent is a 20% average open rate.

Your click rate will tell you, of the people who opened the email, how many of them clicked on at least one link within the email.

Example: 20 clicks / 200 opened emails is a 10% average click rate. is a form of markup that makes it easier for search engines to read and index your content. Adding markup to your HTML can improve how your page shows up in search results. was launched by several search engines in 2011 to help create a common set of schemas for data markup on web pages.


Segmentation is the act of grouping your contacts by their characteristics or the actions they take. Segmentation lets you personalize your messages, so that each contact gets the information that is most relevant to their needs.

You can segment and refine your contacts in lists, tags, or custom fields. Lists are a broad form of segmentation and usually indicate a contact’s status: active, customer vs. non-customer, newsletter subscriber, etc.

A tag indicates contact attributes that are time sensitive or subject to change; things like product/service interest, event attendee, or new employee.

A custom field is a specific data point within a contact’s information profile. Examples of custom fields are job title, height, twitter handle, age, employee start date, etc.