The Data-Driven Marketer’s Guide to Multi-Touch Attribution
Learn how to build and execute multi-touch attribution models
Frustrated by the limitations of your current attribution model? In a multi-channel, multi-touch world, a limited or incomplete attribution model is not enough.
B2C and B2B marketers need to know the return on marketing investment (ROMI) for each touchpoint throughout every campaign. Multi-touch attribution is a flexible attribution model that allows marketers to assign credit amongst interactions to get true performance insight and better insight into the digital customer journey.
No single attribution model fits every marketer’s needs. With that in mind, this guide includes:
- The basics of what multi-touch attribution is and why it is important
- Explanations for multiple attribution models, including custom attribution
- Common issues with multi-touch or multi-channel attribution models and how to address them
