Attribution Engine agent
Links each customer touch to pipeline and revenue (first touch, last touch, linear and dark-funnel) and passes the results to Analytics (Know).
Validated with each clientWhat does Attribution Engine replace? The work of an MIS or data analyst: working out which campaigns brought in revenue. Links each customer touch to pipeline and revenue (first touch, last touch, linear and dark-funnel) and passes the results to Know.
Shows why
Every draft comes with its reasons and how sure the agent is. If it is unsure, it only offers a suggestion.
Waits for you
It does not file, pay or post anything until a person says so.
Gets reviewed
Your approvals and corrections are recorded, so you can see how well it does on your books.
A day with Attribution Engine
A typical month for a marketing head who must show which campaigns brought in business.
- Touches are recorded. Each time a contact is sent a message, opens it, clicks, replies or visits, Kinnow records the touch against the contact and the campaign.
- Conversions are recorded. A conversion is a lead, a sign-up or a billing event, with its value. It is entered against the contact, so the result follows the money and not only the lead count.
- You pick a way of sharing credit. First touch gives all credit to the first campaign. Last touch gives it to the last. Linear splits it evenly. Time decay gives more to recent touches, with a half-life of seven days. U-shaped gives 40% to the first, 40% to the last and 20% to the middle. The contribution view lets you pick first, last or linear; the comparison shows all five side by side.
- Credit is spread over each conversion. Kinnow looks at the campaigns that touched the contact before the conversion and shares one unit of credit, and the order value, across them.
- Unexplained conversions are kept apart. A conversion with no campaign touch goes into a separate bucket by source, such as self-reported, referral from AI search or direct after AI. It is never forced onto a campaign.
- The results go to Know. The per-campaign figures feed the marketing contribution view in Know. You compare models side by side and decide where the next rupee goes.
Example. A ₹2,00,000 order touched by one email campaign, then a webinar, then a second email campaign gives ₹66,667 to each under linear, ₹80,000 to the first email and ₹80,000 to the last under U-shaped, and ₹40,000 to the webinar.
See your own campaigns credited. Send us a few months of campaign and order data.
What it reads and what it hands back
| What it reads | What it hands back | Where it lands |
|---|---|---|
| Touches: contact, campaign, channel, time | Campaigns each conversion is credited to, under your chosen model | Contribution view in Reach and Know |
| Conversions: lead, sign-up or billing, with value | Attributed conversions and revenue per campaign | Per-campaign table |
| Conversions with no campaign touch | A separate count and value by source | "No campaign touch" rows |
| The same book of conversions, run under every model | The lowest and highest credit each campaign gets across models | Comparison view |
What a person decides
Nothing is filed, paid or posted without a person. For attribution that means:
- You choose the model. Each model is a theory about which touch mattered. Kinnow names the model next to every figure so nobody reads it as a fact.
- You act on the numbers. Moving budget between campaigns is your decision. Nothing moves automatically.
- You decide what is a conversion. Lead, sign-up or billing event is recorded by your team or by a link arranged at set-up.
- It never does these things. It does not send campaigns, change a budget or edit a contact.
Ask Kinnow about this
Ask Kinnow shows its source and cost before it runs, and says so when a question is outside the records it can read. We confirm which of these work on your data in the demo.
| You could ask | The answer shows |
|---|---|
| Which campaigns brought in the most revenue last quarter? | Campaigns ranked by attributed revenue, with the model named beside every figure. |
| How does that ranking change if I credit only the last touch? | The same campaigns under another model, so you can see the difference. |
| How many orders have no campaign touch at all? | The count and value of conversions with no campaign touch, by source. |
Ask us to run your last quarter under three models and show you where they disagree.
Works with
Attribution Engine belongs to Reach and Know. These pages sit closest to it:
- Campaign Strategist: plans the next campaign from what worked.
- Audience / Segment Reasoner: builds the list a campaign goes to.
- Consent & Deliverability Gate: checks consent before a message goes out.
- Outreach triggered by what your books show: campaigns started by your own records.
Questions
What does the Attribution Engine agent do?
Links each customer touch to pipeline and revenue (first touch, last touch, linear and dark-funnel) and passes the results to Know, your analytics application.
Does Attribution Engine act on its own?
No. Attribution Engine hands back the credit each campaign earned for pipeline and revenue, by first-touch, last-touch, linear and dark-funnel views, with its reasons, and a person approves before anything is posted, filed, sent or paid.
Does Attribution Engine learn?
Yes. Each time you approve or reject an attribution result, Kinnow records it against how sure the agent said it was, so you can see how it is doing on your books. Your corrections are kept as feedback.
How is it paid for?
It is part of your agent pack, and there is no charge per user.
Which attribution models are available?
First touch, last touch, linear, time decay and U-shaped are built. The contribution view lets you pick first, last or linear today, and the comparison view runs all five on the same conversions and shows where they disagree.
What happens to a customer who found us without any campaign?
They are counted in a separate bucket by source, and never forced onto a campaign. That keeps campaign figures honest.
Works alongside
Consent & Deliverability Gate
Stops any marketing message going out unless the person has given consent for that channel, with the time recorded. If consent is missing, nothing is sent and the reason is recorded.
ReachReactivation / Winback
Finds buyers who have gone quiet, using your ledger, and drafts a message to win them back for a person to send.
ReachCampaign Strategist
Designed to draft a campaign brief from your goal and your own data, such as gaps in your sales pipeline, customers who have gone quiet and the time of year.
ReachAudience / Segment Reasoner
Turns a brief written in plain words into a target segment, using only what the person asking is allowed to see.
Tell Kinnow what slows you down.
Answer three questions. Get the applications, the agents and a two-week plan for your business.