Attribution v2
Time-decay and W-shaped attribution on top of first-touch and multi-touch, with channel diversification wired into the efficiency score.
Overview
Attribution v2 adds the two attribution models a revenue team actually argues over, on top of the first-touch and even multi-touch that Revenue Attribution already gives you. Time-decay credits touches closer to the win more heavily; W-shaped credits the first touch, the last touch, and the middle. Seeing both next to each other tells you whether a channel opens deals, closes them, or nurtures them.
The two models
Time-decay weights each touch geometrically toward the win, so the latest touch earns twice the one before it, and the credit splits proportionally. W-shaped gives the first and last touch 30% each and splits the remaining 40% across the middle touches, collapsing sensibly when a deal has only one or two channels. Revenue is credited only from won opportunities that have real touches; lost opps earn nothing and nothing is invented.
Wired into efficiency
From the W-shaped revenue, the tool derives channel diversification, one minus the concentration of revenue across channels, and folds it into a v2 GTM-efficiency composite as a real, weighted input. A concentrated channel mix is a risk a board should see next to the efficiency band, so if all your revenue comes through one channel, the v2 efficiency score reflects that fragility. The shipped efficiency score is left untouched; the v2 composite is a separate, explicit view.
Deterministic
Both models and the efficiency wiring are deterministic: the same opportunities and touches always produce the same attribution and the same diversification, so the numbers hold up in a planning or board review.