It’s also a good starting point for marketers who are new to multi-touch attribution and don’t have an existing understanding of the typical consumer journey across channels. Marketers often use this model to measure marketing efforts that have long consideration cycles, thus making it important to reinforce the message many times throughout the consumer journey. These insights into past performance can also be used to inform more efficient and effective planning and optimization decisions for future campaigns, as well as those already in flight.Įven Weighting: In an even-weighting model, also known as a linear model, all touchpoints in the consumer journey receive equal credit for the KPI event. Multi-touch attribution eliminates biases by algorithmically allocating credit to every element of every touchpoint in the consumer journey, across marketing and advertising channels and tactics, according to its influence on driving a conversion event.īy leveraging individual, user-level data across addressable channels, such as direct mail, online display and paid search, multi-touch attribution calculates and assigns credit for a key performance indicator (KPI) event to the marketing touchpoints that influenced a desired business outcome.
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Multi-touch attribution offers a more sophisticated alternative to traditional, rules-based attribution approaches, such as first- and last-touch, which give all of the credit to the first or last marketing touchpoint before the consumer converts through a purchase, download or any other event.īy arbitrarily applying rules, these methods fail to measure the contribution of every touchpoint in the consumer journey accurately, causing marketers to make decisions based on skewed data.
Multi-touch attribution is a marketing effectiveness measurement technique that takes all of the touchpoints on the consumer journey into consideration and assigns fractional credit to each so that a marketer can see how much influence each channel has on a sale.
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