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Linear Attribution Model for Leads and Contacts

Last Updated: Feb 05, 2016 10:25AM PST

A Linear attribution model gives the same weight to all touchpoints related to a record.  Here’s how to create a linear attribution model using Bizible data in your Salesforce org. Creating this might require some advance skills, so make sure you have your SFDC admin to help out!

 

First we’ll create a couple of fields that count the number of touchpoints related to a lead/contact and divide 1 by that count.  Next we’ll create a formula field to pull the 1/count field down to the touchpoint.

 
  1. # of Bizible Touchpoints field: Create a Roll-up field on Bizible Person object which counts the # of touchpoints records.

    1. Click Setup » Create » Objects » Click “Bizible Person” object » Click “New” field.

    2. Select Roll-Up Summary field type, click next.

    3. Name the field “# of Bizible Touchpoints”, click next.

    4. Select “Bizible Touchpoints” as the summarized object, select “Count” as the Roll-up type, select “all records should be considered…”, click next.

    5. Select the profiles which should be able to view this field and select the page layouts. Click next + save.
       

  2. Lead Count Linear Attribution: Create a Formula Field to divide 1 by the # of Bizible Touchpoints field.

    1. Create a new field in the Bizible Person object.

    2. Select Formula field type, click next.

    3. Name the field “Lead Count Linear Attribution” and select “number” as the output type and select “4” for the decimal drop down. Click next.

    4. Enter the following as the formula and click next:

      1/ of_Bizible_Touchpoints__c

       

    5. Select the profiles which should be able to view this field and select the page layouts. Click next + save.
       

  3. Lead Count Linear Attribution: Pull it down to the Bizible Touchpoint using a Formula Field.

    1. Click Setup » Create » Objects » Click “Bizible Touchpoint” object » Click “New” field.

    2. Select Formula field type, click next.

    3. Name the field “Lead Count Linear Attribution” and select “number” as the output type and select “4” for the decimal drop down. Click next.

    4. Enter the following as the formula and click next:

      bizible2__Bizible_Person__r.Lead_Count_Linear_Attribution__c

       

    5. Select the profiles which should be able to view this field and select the page layouts. Click next + save.
       

Keep in mind that you may need to add this new field to the Report type that you are utilizing. You can do that by going to Setup > Create > Report Types. Then select the Report Type that you'd like to edit. Then select edit layout within the Fields Available for Reports. From there you can add this field from the Bizible Touchpoints object. 

You now have a field on Bizible Touchpoint which allows applies a linear attribution model across all touchpoints.

 

Try using it in a report to understand how marketing channels contribute to a portion of a lead vs. marketing channels contributing a # of touchpoints:



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