How important is attribution modeling in a marketing campaign?

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Making a sale or having a positive interaction with a user is great, but businesses are not built off of single interactions. If you want to grow, then you’ll need to understand the series of events that led to the interaction, so you can replicate it. The basic measurements to understand your customer’s journey are touchpoints, or interactions, between your brand and your customers. This is what an attribution model does for you. You likely can think of a few touchpoints off the top of your head, like social media or Google ads. But they also include things like product reviews and interactions between customers and customer service. When looked at in a sequence, touchpoints tell a story. For example, if several customers read a blog post, then subscribe to your service or buy your product, you know you should replicate whatever made the blog post successful. Understanding what led to an interaction is especially important when planning and executing marketing. It helps you understand where your customers are coming from and the most effective ways to communicate with them. Boost your marketing game with By!



Get started with custom short links, QR Codes, and landing pages. Try now Belgium Phone Number List What are the types of attribution models in marketing? You can make your marketing even more precise by finding the specific type of attribution model that fits your product or service best. Here’s a quick list of the most popular models to get the ball rolling. Cross-channel attribution modeling Cross-channel attribution modeling assigns value to each of your marketing channels. This way you get a high-level perspective on what role each channel plays in converting customers. The benefit of this attribution model is that it gives you a clear picture of which channels are the most and least successful, as well as how they’re interacting. However, cross-channel attribution can be difficult to implement. Some channels may not allow for easy data tracking, due to privacy concerns or physical limitations. Linear attribution modeling Linear attribution modeling generates more specific data by assigning equal value to each touchpoint on a customer’s journey toward conversion. For example, say a customer found your brand through a social media post and then read a blog post about your product before making a purchase.



In that case, both the social media post and the blog post would receive 50% attribution toward the conversion. Linear attribution models are useful to marketing teams who need to demonstrate where people are interacting with a brand. However, they don’t show which channels have the most impact on those journeys. Multi-touch attribution modeling Multi-touch attribution assigns value to each touchpoint that leads to a conversion. This is especially helpful if you’re interested in tracking through digital channels. For example, Google Analytics makes it easy to record touchpoints and build a map that tells you if your SEO is bringing in people or if Facebook ads are doing the heavy lifting. Multi-touch attribution also shows how those channels interact, based on touchpoints, which can make collaborating between channels easier. However, multi-touch attribution is often easier said than done. It relies on data that may not be available, due to website and platform data-gathering restrictions. Plus, like cross-channel attribution, multi-touch doesn’t account for traditional media, like print and TV, where metrics can’t be assigned to individuals. First-touch attribution modeling