In the first blog of this 3-part series about “attribution in the age of (almost) too much data,” we covered a lot of the basics – the things you must know before embarking on the journey of building the best marketing attribution model for your business. 

Today, naturally, we will take things forward, and look into the different attribution models, types, methods, approaches – including the one we think is superior, what it requires, and the role of AI in all of this. 

The Models 

When it comes to marketing attribution, there are different types and approaches to assigning credit to touchpoints in the customer journey. Let’s explore them: 

1. Single Touchpoint Models: These models focus on a single touchpoint. 
   • First Interaction: Credits the first touchpoint that initiates customer interaction, emphasizing awareness and attention. 
   • Last Interaction: Credits the final touchpoint before conversion, highlighting its direct role in the purchase or conversion. 
   • Last Non-Direct Click: Credits the last touchpoint that is not a direct click, excluding direct visits. 

2. Multi-Touchpoint Rule-Based Models: These models consider multiple touchpoints and apply predefined rules, and they come in a few shapes. 
   • Linear: Assigns equal credit to all touchpoints, seeing each as equally influential in the conversion process. 
   • Time-Decay: Gives more credit to touchpoints closer to the conversion, assuming their greater impact on the customer’s decision. 
   • Position-Based: Assigns more credit to the first and last touchpoints, distributing the remaining credit among the intermediate ones. 

3. Algorithmic or Data-Driven Models: Use machine learning and statistical techniques to analyze data and assign credit based on actual impact on conversions. These models offer more accurate attribution insights. 

4. Econometric Models: Utilize statistical and mathematical techniques to measure the relationships between marketing activities and outcomes, considering external factors and quantifying the impact of each touchpoint. 

Choosing the Right Marketing Attribution Model 

So, which model is the right one for you? When choosing an attribution model, consider these key questions: 

1. What are your primary marketing objectives? Align the model with your goals, such as customer acquisition, brand awareness, or maximizing lifetime value. 

2. What is the complexity of your customer journey? Analyze touchpoint diversity and interaction patterns across channels. 

3. How long is your sales cycle? Longer cycles may require a comprehensive multitouch approach, while shorter ones benefit from simpler models. 

4. And, of course, what are your organization’s capabilities, both from technology and skill standpoints. 

However you answer these questions, they will carry as merit only in correlation to how deeply you understand your customer journey, which is achievable only by mapping touchpoints and interactions. We believe this last part, is a task for AI. 

Anyhow, analyzing customer engagement across channels and platforms is a must when looking to build the best possible marketing attribution model. While first-touch or position-based models may suit customer acquisition, multitouch models offer insights for retention and lifetime value. 

Above All Else: Multi-Touch Attribution 

At Optimove, we advocate for multitouch attribution model – as it provides an accurate and comprehensive understanding of touchpoint influence. Selecting the right model and embracing Optimove’s approach unlocks the full potential of your marketing efforts, driving measurable results. 

By doing so you can leverage Optimove’s advanced technology and AI-powered platform for continuous optimization and data-driven decision-making. This will enable you to stay adaptable and evolve your attribution strategy as customer behavior and marketing landscapes evolve. 

Generally speaking, though, multi-touch marketing attribution provides a comprehensive understanding of the customer journey, accurately assessing the contribution of each touchpoint to conversions. Its benefits include: 

1. Holistic View: Considers the entire customer journey, providing insights into interactions with your brand. 

2. Granular Insights: Offers a detailed understanding of touchpoint effectiveness, optimizing marketing strategies. 

3. Balanced Credit Distribution: Recognizes and credits each touchpoint that influenced the customer’s decision. 

Multi-touch attribution assigns credit to multiple touchpoints, acknowledging their collective impact on customer decision-making. It accurately represents how marketing efforts work together to drive conversions. 

Advanced techniques involve leveraging machine learning algorithms and conducting A/B testing – as machine learning algorithms analyze historical data, customer behavior patterns, and conversions to determine optimal weightings for touchpoints. And A/B testing and control groups measure the incremental impact of specific touchpoints or campaigns, refining attribution strategies. 

By adopting the approach and tools that allow for such accurate multi-touch attribution model, and utilizing advanced techniques for assigning attribution weights, you will gain deeper insights into the customer journey, optimize marketing efforts, and make data-driven decisions for impactful campaigns. 

The Role of Machine Learning and AI in Attribution 

Machine learning algorithms improve attribution accuracy by analyzing vast data, identifying patterns, and uncovering touchpoint-conversion relationships. Marketers can gain a deeper understanding of touchpoint impact and make informed attribution decisions. 

AI-powered tools can also automate attribution analysis and optimization. These systems continuously analyze customer data, track touchpoints, and dynamically adjust attribution models in real-time. Automation saves time and ensures marketers work with up-to-date information. 

Advanced analytics techniques enhance attribution analysis, including predictive modeling, data visualization, and statistical analysis. These techniques uncover insights, identify trends, and optimize campaigns for maximum impact. 

To drive revenue growth using advanced attribution techniques, you should: 

1. Develop a Data-Driven Culture: Foster data-driven decision-making, enabling teams to make informed choices based on attribution insights. 

2. Test and Experiment: Continuously test different models, strategies, and touchpoint combinations to identify effective approaches for conversions. 

3. Integrate Data Sources: Combine data from various sources to create a comprehensive view of the customer journey. 

4. Monitor and Optimize: Regularly track attribution results, campaign performance, and optimize touchpoints based on data-driven insights to improve marketing effectiveness. 

This will enable you to adapt attribution strategies to changing customer behaviors, emerging channels, and market dynamics. Machine learning and AI facilitate agility by continuously analyzing and adapting to these changes. 

By harnessing the power of machine learning, AI, and advanced analytics, marketers gain a competitive edge in attribution analysis. These technologies provide accurate insights into customer behaviors, optimizing marketing strategies for revenue growth. 

AI See What You Did There 

Choosing the right marketing attribution model is crucial in the complex world of marketing. Advanced technologies like AI and machine learning have revolutionized attribution, making AI-powered multitouch attribution the superior choice. By leveraging these technologies, marketers enhance accuracy, automate analysis, and gain deeper insights into customer behavior. 

AI-powered multitouch attribution provides a holistic view of the customer journey and enables data-driven decision-making. With AI as a guide, marketers can optimize campaigns, allocate resources effectively, and drive revenue growth. 

In today’s data-driven landscape, the right attribution model, supported by technology and AI, is essential for marketers to thrive. By embracing AI-powered multitouch attribution, marketers unlock the full potential of their marketing efforts and achieve meaningful results in a rapidly evolving digital landscape. 

Published on August 10th, 2023

Posted in

• Attribution

Rob Wyse

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.