Multi-Touch Attribution: Understanding the Value of All Touchpoints

Attribution Models Help Optimize Marketing Efforts‘s digital age go through complex journeys before making a purchase decision. They are exposed to a variety of touchpoints, such as social media posts, display advertisements, and pay-per-click campaigns. As a business owner or marketer, you must understand which of these touchpoints is most important in terms of conversions. Attribution models come into play here.

Attribution models are a set of rules that assist businesses in determining which channels, posts, and assets are generating sales opportunities in the complex customer journey. It is beneficial to give credit to specific touchpoints that brought prospects closer to conversion.

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Common Attribution Models: Understanding the Pros and Cons

The first touch attribution model is one of the most widely used. This gives the prospect full credit for the first touchpoint that led them to the website. This model focuses on top-of-funnel marketing efforts and simply tells what draws people to the brand.

The last touch attribution, on the other hand, gives credit to the most recent visit or touchpoint. Because this model gives the most weight to the most recent click, the pay-per-click (PPC) campaign wins in the video’s example. Because it assumes that touchpoints closest to the time of sale were most important in the final decision, this model is appropriate for businesses with a short buying cycle.

The linear attribution model is another attribution model that gives equal credit to each touchpoint. In the preceding example, the conversion is credited equally to the social media post, display ad, and PPC campaign.

Finally, the time decay attribution assigns credit based on how close time is to the conversion. This model gives the most recent touchpoints a weighted percentage, with the clicks closest to the conversion receiving the most credit. This model assumes that the touchpoints closest to the point of sale influenced the final decision the most.

While the last touch model is the default model for assigning credit, it is critical to look at how each channel, post, and asset contributed to the conversion to get the full picture. To determine which attribution model is most appropriate, consider the product being sold as well as the length of the buying cycle.

How Attribution Models Help Optimize Marketing Efforts for Businesses

Attribution models are critical for understanding the value of all customer journey touchpoints. Businesses can optimize their marketing efforts and drive more conversions by assigning credit to specific touchpoints. When choosing an attribution model, it is critical to consider the unique needs of the business as well as the complexity of the customer journey.