Which of the following attribution models are best for lengthy sales cycles?

First-touch attribution models

Last-touch attribution models

Linear attribution models

Time-decay attribution models


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Explanation: The correct answer is Time-decay attribution models. Time-decay attribution models are best suited for lengthy sales cycles where multiple touchpoints occur over an extended period before a conversion. Unlike first-touch or last-touch attribution models, which give disproportionate credit to the first or last interaction, respectively, time-decay attribution recognizes the contribution of each touchpoint along the buyer’s journey, with more weight given to interactions closer to the conversion event. This approach is particularly effective for lengthy sales cycles because it acknowledges the cumulative impact of marketing efforts over time, reflecting the reality that prospects may interact with multiple touchpoints before making a purchase decision. By attributing increasing importance to touchpoints closer to the conversion, time-decay models provide a more accurate representation of the influence of marketing channels and activities throughout the entire customer journey. Therefore, time-decay attribution models are best suited for businesses with lengthy sales cycles, helping to provide valuable insights into the effectiveness of marketing efforts and optimize resource allocation accordingly.

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