Football – A team sport

While it’s easy to

give the entire

credit to a goal

scorer

It takes a winning effort from

the entire team to win a

championship where every

individual contributes

Omni-Channel mktg – A team work

Customers use multiple channels to

interact with your brand

All channels contribute in pushing your

customers towards a desirable

goal/outcome

Multi-Channel Attribution

• Companies spend money on

multiple channels to drive

customers towards their goals

• What is the true ROI of each

channel?

Multi-Channel Attribution allows

you to attribute credit to all your

digital

marketing channels involved in

conversions

$$$ Million Dollar Question $$$

• Marketers who solely focus on lead generation and don’t rely on conversions

may find this model useful as it only highlights the campaigns that first

introduces the customers

• Using this model offers limited optimization as without the visibility of

campaigns driving conversions, marketers find it hard to understand

company’s bottom line

First Touch/Click Attribution

• This model assigns 100% of the credit to

the very first interaction a customer had

with your business

• This model ignores the campaign that

ultimately drove the conversion

Last Touch/Click Attribution

• 100% credit is assigned to the marketing

channel driving the conversion

• Using this model may give insights on

campaigns with high conversion rate, but

it may lose sight on any influences

leading up to the conversions.

• This model can be powerful for marketers who are solely focused on driving

conversions.

• This model completely ignores all other channels even if a customer interacts

with your brand a dozen times before conversion

• By assigning even credit to each marketing interaction, you can start

optimizing for customer journey instead of an activity

• Giving equal credit to each channel might mean inability to optimize for

specific outcomes, and it may also rank high and low worth interactions

equally

Linear Attribution

• Linear Attribution model is the first step

towards Multi-Channel Attribution

• This model assigns credit evenly to every

marketing touch throughout the customer

journey.

Time Decay Attribution

• A big step forward from other models; it

gives the highest credit to the most recent

interaction

• Touches leading up to the conversion

receive less value the further back they

are from the conversion

• This model recognizes the significance of every interaction leading up to a

conversion while still placing the most value on the activity that actually drove

the conversion

• This model may result in a low amount of credit for highly influential touches

if it happened too early in the customer journey

• This model ensures that every touch point in the customer journey receives a

portion of the credit while still allowing you to optimize for the first and last

touches

• Even though this is a major step up from other models, assigning a very high

credit for first and last touches can be dangerous.

Position Based Attribution

• This model combines the best features of

the linear and time decay models.

• In an example, it may give 40% credit to

the first and the last channels each, while

the remaining 20% is divided among the

others.

Custom Attribution Models

• Marketers, who want

to be in full control,

can improve their

models by creating

custom ones that lets

them optimize their

own business goals

• Marketers can adjust

weights and other

aspects of models to

connect all the dots

resulting in truly

powerful Multi-

Channel Attribution

Conclusion

• Marketers simply cannot rely on single touch attribution anymore

• Customers use

multiple channels to

interact with your

brand

• Even though companies are

spending on multiple

channels, they are still

oblivious to the true ROI of

their campaigns

• Multiple campaigns work

as a team to drive

customers towards

business goals

• Multi-Channel Attribution

models gives you

insights based on

customer journey

Thank you!