![]() ![]() This means you can assign significant credit to the campaign that introduced your brand to the customer as well as the campaign that eventually drove them to convert. Pros: This marketing attribution model ensures that every touchpoint in the customer journey receives a portion of the credit while still allowing you to optimize for the first and last touches. Position–based will assign 40% of the credit to the first and last touch with the remaining 20% being divvied out evenly to every touch in between. The position-based attribution model combines the best features of the linear and time decay models. The linear model may also result in a low amount of credit for highly influential touches (like a trade show visit) if it happened too early in the customer journey. Marketers can use this model to optimize for touches that drive conversions as well as the touches which increase the likelihood of a conversion in the near future.Ĭons: While providing excellent attribution for conversion optimization, this marketing attribution model lacks the ability to recognize the interaction which originally introduced the customer to your brand. The touches closest to the conversion become more valuable as each increases the likelihood of a conversion. This model recognizes the significance of every interaction leading up to a conversion while still placing the most value on the activity that actually drove the conversion. Pros: Now we have the ability to truly optimize. Touches leading up to the conversion event receive less value the further back they are from the conversion. Time decay assigns the most credit to the interaction that resulted in a conversion. The time decay model is another big step forward in multi-touch attribution analysis. Here are the pros and cons of the 5 most popular attribution models. Single-touch marketing attribution models still have their place, but marketers are embracing multi-touch attribution to effectively report and optimize campaigns. In fact, a recent study from Google found that today’s consumer journey can have between 20-500 touchpoints, depending on the complexity of the purchase. They might call your business a few days later after getting one of your emails and finalize their purchase in person at your closest brick-and-mortar location. They might visit your site after engaging with your search ad and begin a chat session with a rep. The legacy attribution models marketers have in place may be ill-suited for this new customer journey that has expanded in both length and number of interactions.Ī typical digital journey today could start with a consumer researching a purchase on their smartphone, then continuing later on a laptop or tablet. ![]() The modern omnichannel world has driven an evolution of the customer journey. Multi-Touch Marketing Attribution Is Critical in Today’s Omnichannel World ![]() You can then use this data to optimize your campaigns and increase the ROI of your marketing. The goal of marketing attribution is to determine which of your channels, campaigns, or messages contributed to sales or conversions. Every marketing team worth their salt has some variation of an attribution model in place so they can optimize and prove the ROI of their campaigns. Attribution has been the foundation of marketing analytics since the dawn of marketing. ![]()
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