Marketing attribution in the world of marketing is, simply, the science behind determining...

Marketing attribution in the world of marketing is, simply, the science behind determining which marketing touchpoints, channels or messaging are contributing to outcomes, such as sales, conversions or responses to calls to action. There’s a number of different types of attribution models that marketers can use, that provide intelligence on consumer interactions and how marketers can change or target campaigns.

Why would I need this?

Sorting out your attribution models can answer the most important questions such as: where to spend to optimise ROI, how best to tailor messaging and which creative elements will be most likely to convert. The information that can be gained from marketing attribution could, if relevant, contribute to cases for improved product development or investment in technology to take campaigns further.

How does it work?

Marketing attribution models have a number of guises but are largely formed in two categories; single touch and multi-touch attribution. 

Single touch attribution models give ‘full attribution’ – or ‘credit’ – to a single touchpoint with the assumption of conversion on the first (first-touch attribution) or last (last-touch attribution) piece of marketing collateral a user sees. 

Multi-touch, also known as multi-source, attribution models give attribution or ‘credit’ to each channel that has a role in the final conversion, sale or attributed outcome. There are many types of multi-touch attribution, and there is also the added possibility of ‘weighting’ specific channels with a percentage of the ‘credit’ – though this is known to be more difficult to use. 

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