Untangling all of those threads would make for a very long article, so let’s start small. It also gets jumbled up with other sophisticated measurement techniques like marketing/media mix modeling (MMM) and further complicated with data science lingo, like AI and machine learning. “Attribution” means different things to different people, especially across our dynamic ecosystem of vendors, agencies and brands, not to mention the ad tech side of things. But where there’s buzz, buzzwords will follow, and the marketing analytics space is no exception.Įven in my small corner of the world, attribution, the language used to describe methodologies and technologies is often murky.
For those of us in the industry, it’s exciting to see so much interest and innovation around how we measure the effects of our efforts. Smaller publishers who might struggle to get enough credit in blunter attribution models are more likely to be spotted by companies using multi-touch approaches, helping an advertiser to determine value in the long run.Marketing analytics is one of the most buzzed-about categories in the current red-hot martech landscape. In addition to this, Multi-touch attribution informs marketers of what really brings users to their app, helping advertisers identify where value is being generated across their consumer journeys.
#Multitouch attribution install#
By rewarding multiple channels for their role in securing the install instead of simply paying one partner, this attribution model helps distribute advertising budget in a fairer way. Multi-Touch Attribution also ensures that credit is apportioned to publishers across the ecosystem.
#Multitouch attribution download#
While first touch or last touch assigns all the credit to an install to one particular moment, multi-touch attribution takes the approach that a user is likely to view multiple ads in multiple different places before hitting the download button. Many marketers believe that Multi-Touch Attribution better reflects the way users generally interact with advertising. Multi-touch attribution is important in the mobile advertising space for a number of reasons. However, this is only possible if the company’s BI system is capable of managing large amounts of data. To learn more about each attribution model and what they have to offer, take a look at this blog post.Įven if a marketer is using an alternative model for payment, such as Last Click Attribution, they can still hypothetically map out the complexities of the user journey by ingesting raw data into their BI system. Other methods include First Click Attribution and View-Through Attribution. This means that the last ad the user clicked on gets 100% of the credit, and consequent payment. Despite this, the current standard in attribution modeling is to use Last Click Attribution. It often takes multiple touchpoints before the user conversion. Marketers understand that the user journey isn’t as simple as seeing an ad, clicking and then installing. Rather than giving all the credit to one ad, multi-touch attribution gives credit to every advertising channel interacted with on the customer journey. Multi-touch attribution, also known as multi-channel attribution, determines the value of every touch point on the way to a conversion.