Leading a consumer to a conversion is one of the many possibilities that Digital Marketing strategies provide. Saudi Arabia Email List For this, it is necessary to capture his attention in some way, whether by an ad on the display network or by a funnel-bottom blog post.
Multitouch attribution is what will allow you to measure which of these options have the most impact on strategy .
For marketing teams , knowing which of these moments received the most attention from the consumer is important.
While it is important to maintain multiple points of contact, it is even more important to ensure the use of those who are most capable of generating interactions .
This makes the strategy more accurate, with more consumer-friendly touchpoints, and therefore more likely to generate the intended conversions.
What is multitouch assignment
This concept is based on a central principle: the customer journey is made up of multiple touch points .
Touchpoints and consumer behavior
Touch points are an essential part of any strategy, as it is in these moments that the consumer visualizes or interacts with a certain action generated in the marketing strategy . Between the most modern and the oldest, the main points of contact are:
- remarketing ;
- sponsored links on Facebook;
- sponsored links on Instagram
- AdWords ads ;
- email marketing ;
- banners on the display network .
It is important to consider that different audiences may be more likely to interact with specific actions among them.
In a journey, often, the consumer has contact with more than one of these actions until the moment of conversion .
This is precisely why multitouch attribution is focused on measuring which touch points were most decisive in generating a certain conversion . With this understanding, strategies can be leveraged to the full.
Find out what the differences are to other attribution models
The main purpose of multitouch attribution is to offer a more detailed perception of a Digital Marketing strategy. A journey with many touchpoints can lead to difficulties in properly crediting the action that had the most impact on the conversion. Thus, it is possible to have a measurement, above all, more accurate.
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.
Last touch assignment
Therefore, the last touch assignment is most used.
The Importance of Multitouch Assignment in Comparison
As much as the two measurement concepts mentioned above make sense, they are not the most accurate. List Provider 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 .
Therefore, multitouch attribution is more capable of providing a complete analysis, offering an accurate perception of which actions most influenced the consumer to perform the conversion .