The main purpose of multitouch attribution is to South Korea Email List offer a more detailed perception of a Digital Marketing strategy. A journey with many touchpoints can make it difficult to properly credit the action that had the most impact on the conversion. Thus, it is possible to have a measurement, above all, more accurate. South Korea Email List Sometimes there is more than one important touchpoint on this journey, but attribution models other than multitouch are not capable of measuring this. Understand better below what they are, how they work and why they might not be so complete. First touch assignment First touch assignment South Korea Email List The first touch assignment is a concept based on the understanding that the first touchpoint on the journey is the one who should take credit for the conversion. South Korea Email List If there were, for example, three different points, the first of the journey is considered the decisive one.
The Importance of Multitouch Assignment in Comparison
As much as the two measurement concepts mentioned South Korea Email List above make sense, they are not the most accurate. The first contact may indeed have been the decisive one, just as the last contact may have been the main one to lead to conversion, however, it is crucial to consider the entire journey . During these various contacts, some actions may have been completely ignored South Korea Email List, even if they were the first or the last. After all, what may have developed the desire for consumption was the set of these contact points, always leaving a vivid memory in the consumer’s mind that there is an offer being made to him. However, as important as each of these points is, the idea is to really South Korea Email List understand which ones played a decisive role. Therefore, multitouch attribution is more capable of providing a complete analysis, offering an accurate perception of which actions most influenced the consumer to carry out the conversion .
Learn about the top multitouch attribution models
When we talk about multitouch South Korea Email List attribution, we are referring to the core measurement concept: analyzing the journey broadly and ensuring credit due to each of the touchpoints. As much as the main objective is single and immutable, there are different techniques to perform this analysis. Each of these models offers different South Korea Email List options for getting the job done, even if they lead to the same place. Below, check out these forms of analysis and how they work, along with supporting illustrations posted on the Adobe Bazile blog . Linear linear assignment The linear model is simple and defines a more precise assignment without many differentials. The proposal is to equally credit each touch point triggered during the customer journey, regardless of how many were and how long the journey lasted. Thus, the revenue obtained in the conversion can be divided evenly South Korea Email List and precisely. The calculation of the credit percentage to each contact point is done as follows: the total amount of revenue is divided by the number of total points activated in the journey. In this type of measurement, however, there is no attribution of the weight that each point had in the conversion. Any analysis aimed at understanding which of them was more decisive in the journey is excluded.