![]() Linear attribution model: In the most simple of the multi-touch models, attribution is distributed equally across all touchpoints. The following are the four most prevalent models. Just as there are multiple ways to bake a cake, there are numerous types of multi-touch attribution, with different levels of complexity. ![]() 4 Types of Multi-Touch Attribution Models Multi-touch attribution technology ingests customer data, analyzes thousands of customer journeys, scores the effectiveness of each customer touchpoint, and then uses aggregate data to determine the most essential components of a sale. While the first-touch for a particular customer might have been a social media post and the last-touch before the purchase decision may have been the sales call, it’s very unlikely that your customer would have gotten from point A to point B without other touches in between.ĭepending on your industry, typical stops on the buyer’s journey may include social interactions, website visits, print ads, asset downloads, and in-person meetings. Considering it takes about 8 touches to just snag a sales appointment, keeping track of those touches is crucial. Multi-touch attribution uses marketing technology to quantify and qualify the customer interactions that lead to a purchasing decision. Thank you for subscribing to our blog! What Is Multi-Touch Attribution? Neither provides an accurate picture of all the ingredients and components that came together to make the delicious dessert. First-touch would be crediting the flour for the whole cake. Imagine applying either of these models to baking: Last-touch attribution would be crediting your oven for baking a cake. Many marketers still use last-touch or first-touch attribution to make that call. In marketing, however, things aren’t always as clear cut. ![]() While an oven is pretty essential in baking, the cake would likely still be good without a teaspoon of cinnamon. Which elements were most critical in making the cake great? In baking and in marketing, some components are more critical than others. Here’s a helpful way to think about the question-and understand multi-touch attribution. The real question you need to answer is: Of the elements in the marketing mix, which contributed the most to a completed sale? There are several different models that marketers can use. Luckily, there are ways to use customer data to get good answers, and multi-touch attribution is the most powerful way to figure out what works and what doesn’t. ![]() Was it the great social media marketing campaign, as the social media marketing director claims? Or was it the great salesmanship, as your sales director argues? And is the content really worth what you’re investing in it, or could you get by with less? And in marketing, as in sports and warfare, success has a hundred fathers, and failure is an orphan. What worked best in your last marketing campaign? Which customer touches were most influential in getting customers to buy? Those are tough questions these days because rarely do two customers follow the exact same customer journey, with the same customer touchpoints. How Does Multi-Touch Attribution Work? And What Convinced the Customer to Buy?
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