Multi-touch attribution

Learn about multi-touch attribution. In today’s world,, if we say a consumer’s journey to buy things depends on the multiple touchpoints from that first click to the final and last click when he buys the products or services, or we can say till the time of his conversion. To find out these multi-touch functions, marketers need to find out which touchpoints are giving them the most benefit and conversion, or a positive response. By understanding these practices, they can optimize their marketing strategies or their goals.

What is Multi-touch attribution?

The technique measures each touchpoint of the consumers’ journey, defines the different meanings of each click, and also defines the fractional value with multiple steps. While giving the credit to the last and convertible click of the consumer, called last-click attribution. The multiple clicks that define the consumer’s journey to buy any products and services are multi-touch attributions.

Topics of the video

What are multi-touch attributions?

A real example of multi-touch attribution.

Summary of the video

The video explains the multi-touch attributions with the help of an example. Understand multi-touch attributions with the help of examples. Suppose one consumer sees the product on Instagram, gets engaged with the product, opens the products page on Instagram only, and checks all the products and services offered by that company but doesn’t buy the product. Another day he saw the product again and followed the same path as earlier, but this time he went to the website of that product and looked out for the products and services. This time also he didn’t buy the product. Another time he didn’t see the product on Instagram or went to Instagram, he directly searched for that particular product on marketplaces like Amazon and Flipkart and compared the price. At last, he purchased that product.

So, these multiple clicks that he does to make the purchase happen. All the clicks are multi-touch attributions that define the consumer’s

Frequently asked questions

What are multi-touch attributes? 
The multi-touch points the consumer made in the journey of buying products and services instead of just the first and last clicks are called multi-touch attributions. This helps the different marketers to understand which medium helps them to get a conversion.

Why are multi-touch attributes important? 
It brings the most accurate picture of the multiple marketing efforts that the marketers perform to get the most number of conversions. Multi-touch also helps in organizing multiple marketing budgets, boosts campaign performance, and also enhances the ROI of the company.

What are the types of multi-touch attribute models? 
Linear, time decay, U-shaped (position-based), W-shaped, and custom models are the different types of multi-touch attributions.

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