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Attribution Model

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While it’s every marketer’s dream, it’s rare for a consumer to purchase something at first click. This is why multi-touch attribution is an important marketing measurement tool — it evaluates the impact of each touchpoint leading up to a conversion. Using this method, marketers can get an in-depth look into consumers’ experiences and devote spend to the channels that provide the highest ROI. The first step is to determine which attribution model is right for…

Beginner’s Guide to Attribution Models It used to all be so simple. A consumer would become aware of a brand through traditional means: driving past a billboard, hearing a radio spot, or seeing a commercial. But with the democratization of the digital space, reaching consumers and marketing in and of itself has drastically changed.  Consumers now live in a world where they’re inundated with digital ads everywhere they work, live, and play online — adding…