Different Digital Attribution Models
Posted: Sun Dec 22, 2024 8:34 am
ot often that a customer will simply type in a web address and make a purchase, which is why a range of different attribution models are used to ensure multi-channel marketing success.
Your business can work with different marketing attribution models, de australia email address list pending on goals, business model, resources, and more. There are several options that can be used such as:
Single Source Attribution
Single source marketing attribution assigns the credit for conversions to one touchpoint, which is typically the first or the last touch. With first touch attribution, all of the credit goes to the very first channel your lead engaged with, whether it was PPC ad, a click on an Instagram carousel or a CTA button in an email.
This type of attribution is easy to implement, but it fails to account for any interactions the customer may have with your company after that initial first contact, which will obviously change the perceived value of any other channel. Last touch attribution gives credit to the final touchpoint before the sale, and while it is also easy to track, it has the same issues as first touch
Your business can work with different marketing attribution models, de australia email address list pending on goals, business model, resources, and more. There are several options that can be used such as:
Single Source Attribution
Single source marketing attribution assigns the credit for conversions to one touchpoint, which is typically the first or the last touch. With first touch attribution, all of the credit goes to the very first channel your lead engaged with, whether it was PPC ad, a click on an Instagram carousel or a CTA button in an email.
This type of attribution is easy to implement, but it fails to account for any interactions the customer may have with your company after that initial first contact, which will obviously change the perceived value of any other channel. Last touch attribution gives credit to the final touchpoint before the sale, and while it is also easy to track, it has the same issues as first touch