Know Why Multi-Touch Attribution is the Heart of Multi-Channel Marketing

The tech-driven world has gifted us with numerous gadgets and digital channels/platforms.

So, marketers, as well as consumers, are using these digital touchpoints to sell and buy.

Indeed, it’s challenging for marketers to trace the consumers’ journey. Or even identify which channels/platforms are useful for conversions.

Hence, multi-touch attribution models come into the scene!

Multi Touch Attribution

What is Multi-Touch Attribution?

Multi-touch attribution consists of various approaches to trace the customer’s journey through multiple digital touchpoints.

Touchpoints are those where a customer interacts with the brand/responds to a brand. Customers reach these touchpoints through different channels. Such as:

Social Media

Video

Emails

Display Ads

SMS & More

Attribution modeling helps you analyze which channels are driving your customers towards a buying decision (conversion). So, there is not one but many attribution models.

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Multi-Touch Attribution Models

Attribution models are visual representations of consumers’ journey. Each type of model has its pattern to assign value to different channels that have contributed to conversions.

Types of Multi-Touch Attribution Models You Should Know!

1

Linear Multi-Touch Attribution Model

In this model, all channels/touchpoints get an equal share of credit in the sale of a product.

2

Time-Decay Multi-Touch Attribution Model

Here, the revenue credit is applied in ascending order, i.e., channels that are closer to purchase are given more value.

3

U-Shaped Multi-Touch Attribution Model

In this approach, the first and last touchpoints or channels that the customer reached for purchase are given more points.

4

W-Shaped Multi-Touch Attribution Model

Equal credit will be shared between 3 touchpoints whereas the other 2 share the remaining value, which leads a customer towards a buying decision.

5

Custom Multi-Touch Attribution Model

As the name suggests, there is no particular pattern here. You, as a marketer, get to decide which channel has been more effective and is driving customers to purchase.

6

Full-Path Multi-Touch Attribution Model

In this sophisticated model, the pattern of credit works like a W-Shaped Attribution model. However, along with remaining touchpoints, additional channels are also given a minor credit for driving the conversions.

Conclusion

Multi-Touch Attribution is most integral to multi-channel marketing as it helps in measuring the value of touchpoints in the customer buying journey.

It displays the customer’s response to your brand. Hence, understanding which channels/touchpoints are triggering the sale/conversions becomes more critical for any marketer to succeed.

Multi-touch attribution displays the customer’s response to your brand. Hence, understanding which channels/touchpoints are triggering the sale/conversions becomes more critical for any marketer to succeed.

About Akshatha Vinayak

I’m a technical writer who has a keen interest in digital marketing. I avidly follow the MarTech and AdTech industry and even enjoy writing about them. As a writer, I love to bring out more engaging and creative content for my audience. I’m also fond of writing travel blogs, articles on feminism and silly poems (sometimes). When I’m not writing, you’ll find me shopping like crazy or being a bookworm.

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