Sourced, Accelerated, and Influenced

In order to really understand a campaign's impact on the business, it is important to understand sourced, accelerated, and influenced attribution.

Align.ly Attribution calculates all 5 attribution models against sourced, accelerated, and influenced.

Sourced

Sourced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Sourced is to understand which campaigns helped to "source" or create new pipeline.

Accelerated

Accelerated will look at all marketing engagement after the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of Accelerated is to understand which campaigns helped to "accelerate" or drive Opportunities to close.

Influenced

Influenced will look at all marketing engagement X days before the Opportunity Created Date (or other custom date/time field) and before the Opportunity Close Date (or other custom date/time field) and then calculate all 5 attribution models (First Touch, Last Touch, Equal Weight, Time Decay, U-Shaped). The goal of influenced is to understand which campaigns had an "influenced" on an Opportunity spanning across both sourced and accelerated.

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