Contact & Conversion

Which Channel Actually Produced the Payment?

Last-touch reports give all the credit to whatever came last. Nexum's single account timeline shows you the whole path to payment.

The last touch gets the credit. The first touch may have done the work.

Summary

Last-touch attribution over-credits closing channels like payment links and calls.

Sequence analysis and holdout tests show what each channel really adds.

Every Nexum channel posts to one Comm Log, so the full path is visible.

Key takeaways

Record every touch on one account timeline.

Run holdout tests before cutting a channel.

See a full Nexum contact timeline in a demo.

The attribution problem

Letter, email, voicemail, then a text with a payment link, and the consumer pays. Most reports credit the text. Cut the "unproductive" channels and the text may stop working.

Three ways to look at it

Last touch. Credit the final contact before payment. Easy, but biased toward closing channels like payment links and collector calls.

Sequence analysis. Look at the full path for paying and non-paying accounts. Which combinations and orders appear most often before payment? Which paths rarely lead anywhere?

Incremental testing. The strongest method. Randomly hold out a group of similar accounts from one channel, and compare payment rates. The difference is what that channel actually adds.

How to run a holdout test

Pick a channel and a portfolio segment.
Randomly split similar accounts: most get the normal sequence; a holdout group skips the channel.
Run for a defined period.
Compare payments per account and collections per dollar spent.

Make sure holdouts still receive required communications; you're testing optional outreach, not compliance obligations.

What you need

Every touch, on every channel, recorded on the same account timeline with date, channel and result.
Payments recorded with dates.
A way to segment accounts consistently.

Judge on incremental value per dollar

A channel that adds a small lift at very low cost may beat one that adds more at high cost. Calculate incremental collections divided by incremental cost.

Why Nexum makes this possible

Every contact (a manual call, a SilentReach drop or callback, a Nudge text, a Campaigns email) posts to the account's Comm Log with channel, direction, result, source and time, right next to the payments. Campaign tools show delivered, replies, callbacks and cost per campaign, and lists export for analysis. Agencies stuck with separate tools can't even see the path.

The bottom line

Stop letting last-touch reports cut your best channels. Nexum shows you the whole path. See one contact strategy across SMS, email and voice.

See it working in your agency

Book a 30-minute guided Nexum demo built around your agency's real bottleneck, or call 502ZONE directly at (786) 524-4252. Nexum Open CRM is free: no license fee, no seat fees, no subscription. Add 502ZONE modules only when you want more recovery.

Bring us your most expensive collections problem.

Our guided 30-minute session focuses on your real workflow and the problem costing you the most.

Schedule a Demo