What is multi-touchpoint attribution, and how can it be used in marketing?
Multi-touchpoint attribution (MTA) is a technique used in marketing to identify and attribute success with a product or service. Multi-touchpoint attribution enables businesses to understand how different touch points — from customers’ initial interactions through to follow-up interactions — impact customer engagement and overall customer satisfaction. By understanding where customer spends their time, businesses can better cater their services to meet their needs and expectations. Attribution theory: What are the different attribution models, and why do they matter? Multi-touch attribution models weigh the various touchpoints in a customer’s journey and can be used to help you understand how your brand appeals to them. The most important touchpoints can be identified using a variety of different models; here are four of the best-known multi-touch attribution models listed below to get you started: Linear Attribution Model: Linear attribution is an even-weight...