How do you validate the accuracy of a custom model?

We pressure-test our models using incrementality tests, geo-holdout experiments, and lift studies. This ensures that the conversion credit assigned by the model matches the actual revenue lift generated by each channel.

How often should custom attribution models be retrained?

We recommend reviewing and retraining models quarterly. This process ensures that the algorithm adapts to changes in your channel mix, customer behavior, product seasonal patterns, and privacy policies.

How do you aggregate data for account-based marketing (ABM)?

For complex B2B sales, we aggregate touchpoints from multiple individual contacts at the same organization into a single account-level journey map. This provides a unified view of your marketing influence across the entire buying committee.

Marketing Analytics & Data

Custom Attribution Modeling Built Around Your Buyers

Building bespoke, multi-touch attribution models calibrated to your specific sales cycle, customer behavior patterns, and revenue outcomes, so every budget decision maps directly to what drives growth.

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Bespoke Measurement

Standard attribution models fail because they ignore the unique speeds and complexities of your business. We design custom attribution weightings that reflect your actual buyer consideration periods, whether that is a 24-hour retail checkout or a 9-month enterprise sales pipeline. By integrating offline CRM inputs and verifying models through incrementality tests, we give you a reliable framework for budget planning that aligns spend directly with revenue.

The Old Way

Off-the-Shelf

The Intelegencia Way

Custom Modeling

Generic Weights

Business-Specific Weighting

Inflexible Logic

Dynamic Logic

Ignored Offline Signals

Omnichannel Integration

Sales-Cycle Aware Models

We build attribution models that reflect your real buying cycle, whether that's a 24-hour ecommerce purchase or a 9-month enterprise sale. We weight touchpoints by stage and intent.

Stage-Weighted Position Models

Time-Decay Calibration

Account-Based Aggregation

Lead-to-Revenue Stitching

Pipeline Velocity Diagnostics

Validation & Incrementality Testing

We pressure-test every model with controlled holdouts and lift studies, so the credit it assigns matches the revenue it actually drives.

Geo Holdout Tests

Conversion Lift Studies

Synthetic Control Analysis

Channel Cannibalization Checks

Model Drift Monitoring

Attribution Modeling by Sales Cycle

Designing bespoke attribution weightings matching the real speed and complexity of your customer acquisition.

Transactional Cycles

Calibrating models to attribute immediate digital purchases within a short 7-day window.

Multi-Month B2B

Structuring stage-weighted models that value top-funnel education alongside bottom-funnel booking.

Account-Based Sales

Aggregating multiple stakeholder interactions to show account-level marketing influence.

Hybrid Sales Models

Balancing digital self-serve signups with high-touch outbound lead qualification.

Modeling Engagement

Four-step process building custom models calibrated to your unique sales cycle and business logic, validated through incrementality testing, and embedded in budget planning so credit assignment matches revenue impact.

Goal Workshop

Aligning on the business question the model needs to answer.

Feature Engineering

Building the touchpoint, account, and revenue features that drive the model.

Model Build

Training, testing, and tuning candidate models against historical outcomes.

Activation

Productionizing the chosen model and embedding outputs in planning rituals.

Measured Performance. Proven Growth.

Decision Accuracy

Forecast Error

Frequently Asked Questions
About Custom Attribution Modeling

Here you will find answers to questions we get asked the most about our offerings.

Standard analytics models are rigid and often fail to capture complex buyer journeys, such as multi-partner enterprise sales or multi-domain checkouts. A custom model allows us to define weights, conversion windows, and touchpoint definitions specific to your business rules.