Multi-Touch Attribution Models: A Guide for Marketers
Multi-Touch Attribution models have become essential for marketers, particularly those attempting to assess the effectiveness of online campaigns. Multi-Touch Attribution models, as compared to conventional aggregate methods such as media mix modeling, offer a more granular personal-level analysis of the efficiency of marketing channels. In contrast to single-touch attribution models, which give credit to only one marketing touchpoint, multi-touch attribution suggests that all touchpoints have significance in driving conversions.
Understanding Linear Attribution Models and their Role in Determining Effective Marketing Channels
The most widely used Multi-Touch Attribution models are linear attribution, position-based (u-shaped) attribution, and position decay attribution. All touchpoints in a consumer journey receive equal credit or importance in the linear attribution model. If a user has four touchpoints along their journey, each one is given equal weightage, i.e. 25%. This model has the advantage of being simple to implement and superior to all single-touch attribution models because it assigns equal parameters to each channel. However, not all touchpoints or channels have the same impact on consumers.
A simple function that takes input data, including the conversion column, channel column, and user ID, can be used to build a linear attribution model (cookie). We can filter out the rows where the conversion occurred and save the cookie ID or cookie index for those rows in a new data frame. The click count, which is the total number of clicks visited by a user, can then be added to the filtered data where the conversions occurred. If the number of touchpoints in a user journey is 10, we can divide each of these and assign weights in a linear function so that each channel receives equal attribution or weightage. We can then calculate the average weightage for each channel to see how each channel contributes to our conversions.
The Importance of Multi-Touch Attribution Models for Measuring Digital Campaigns
Linear attribution models can assist us in determining which channels are performing our conversions, and we can use this data to make sound marketing decisions. For example, if we discover that one channel, such as an online display, is dominating, we can allocate more budget to that channel. However, if a channel, such as Facebook, is underperforming, we can adjust our appropriate strategies.
Multi-Touch Attribution models have become an essential tool for marketers to use in measuring the effectiveness of digital campaigns. While single-touch attribution models only credit one marketing touchpoint, multi-touch attribution models assume that all touchpoints contribute to conversions. Linear attribution models assign equal weight to all touchpoints in a user journey, making them simple to implement and superior to single-touch attribution models. However, because not all touchpoints or channels have the same impact on consumers, it’s critical to use other multi-touch attribution models, such as position-based or position decay attribution models, to get a more accurate picture of our marketing channels’ performance.
What is Multi-Touch Attribution, and why is it important for marketers?
Multi-Touch Attribution is a marketing measurement approach that attributes value to all touchpoints in a consumer’s journey, rather than just one touchpoint. It is important for marketers because it provides a more granular and personal-level view of the effectiveness of marketing channels, enabling them to make data-driven decisions and optimize their campaigns.
What are the most popular Multi-Touch Attribution models?
The most popular Multi-Touch Attribution models are linear attribution, position-based (u-shaped) attribution, and position decay attribution. Linear attribution assigns equal credit to all touchpoints, while position-based and position decay attribution models assign more credit to specific touchpoints depending on their position in the consumer journey.
How is a linear attribution model built?
A linear attribution model can be built using a simple function that takes input data, including the conversion column, channel column, and user ID. Rows, where the conversion occurred, can be filtered out and saved in a new data frame, and the click count for each user can be added to this filtered data. A linear function can then be used to assign equal weight to each touchpoint, and the average weight for each channel can be calculated to determine its contribution to conversions.
Why is it important to use Multi-Touch Attribution models beyond linear attribution?
While linear attribution models are simple to implement and better than single-touch attribution models, they assume that all touchpoints have equal impact on consumers, which is not always the case. Using other Multi-Touch Attribution models like position-based or position decay attribution can provide a more accurate view of which touchpoints or channels are most effective in driving conversions.