The Multi-Touch Marketing Attribution Model

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But all other touchpoints have also had an obvious contribution to the success. And not every touchpoint is meant to convert directly, think of an awareness campaign (Digital out of Home or display advertising). Do they have no value? Do they not even get a crumb of the pie? This is where multi-touch marketing attribution comes in.

Apply multi-touch marketing attribution
Multi-touch marketing attribution plays a crucial saudi arabia number phone role in measuring and understanding the impact of touchpoints across channels. This is the process of assigning value (percentages) based on their contribution to generating conversions. It enables marketers to measure and understand the impact of different channels.



There are several multi-touch attribution models and there is no perfect science to choosing the right one: uniform weight, time interval, position-based and machine learning. In a world where we want to measure everything, machine learning is interesting.

The counterpart of multi-touch is single-touch, all value is assigned to just one touchpoint. For example, you would get a 100% score for the last ball (the striker) and the rest would get 0%. While the striker could not have scored without the rest! It sounds so logical and yet it often goes wrong. At your or your agency too?