Cross-Channel Attribution

The prospect received an email, saw a LinkedIn post, got a phone call, and replied to the second email. Which channel gets the credit? The answer matters because it determines where you invest effort. Last-touch attribution gives credit to the second email. But without the phone call that built familiarity and the LinkedIn engagement that established credibility, the email would not have worked. Multi-touch attribution distributes credit across the sequence. The data shows the contribution of each channel to the outcome. In most enterprise sequences, phone and LinkedIn are the highest-contribution channels by influenced pipeline, even though email is the highest by last-touch.