Martech Blog

Overcome marketing attribution challenges: A guide on establishing accurate attribution.

It all starts with the right model and toolset when it comes to accurate measurement.

Measuring attribution can be complex and costly when done wrong, in this post we'll look at what you can do to accurately measure digital attribution.

Choosing the right attribution model can depend on the sophistication level of that company’s marketing efforts. One example is the last-click attribution model. In this attribution model, all conversion credit gets assigned to a user’s last interaction with a business. 

For some businesses, this is enough. Take a small airport taxi service for example. Their whole business model could be airport taxi rides, meaning they would only need to bid on branded search terms. For them, a last-click attribution model would suffice. 

But with more complex marketing efforts that involve multiple customer touch points, advertising may be placed on Google Shopping, Facebook, Instagram and the audience display network. Measuring the effectiveness of each channel requires a multi-touch attribution model, such as linear, position-based or time decay attribution. 

Even though a multi-touch attribution model provides a much clearer picture of how advertisements convert to revenue, marketers often remain left in the dark on how to analyze their data and create a clear roadmap for the future. 

For example, business leaders see credit assigned to each touchpoint, but may not understand which pieces of content intrigued the user and actually influenced their path to purchase. Marketers are still tasked with distilling all of that data into customized consumer insights to allow for campaign optimizations that improve outcomes.

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