Multi-Touch Attribution Models

Multi-touch attribution models are methods brands use to assess the effectiveness and value of each customer touch point in their buying journey.

What Are Multi-Touch Attribution Models?

Brands and retailers typically invest heavily in marketing and sales strategies designed to generate conversions. Multi-touch attribution models are designed to help businesses pinpoint the efficacy of their strategies by assessing the value of each customer touch point. The calculation starts with an identified conversion point, which is typically a customer making a purchase. Then, the business assigns different levels of importance to each touch point that led the customer to complete that purchase. In this example, that could include a social media post, an email promotion, or a mobile notification. A system applying a multi-touch attribution model would then calculate the cost of each touch point and the importance level, comparing each to the value of the conversion itself. In this way, the calculation helps the brand or retailer effectively assess the value of each customer engagement touch point as it compares to a particular business goal, enabling them to make smarter, more informed decisions about marketing, sales, and budget.

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