Tag Archives: MultiTouch

Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership

Every company should be moving to multi-touch attribution, says Mediacurrent’s Adam Kirby — and it’s not just a marketing thing. Ginny Marvin on August 28, 2019 “As a marketer if you’re not using a MTA model, it’s challenging to prove your impact on the business and improve the customer experience by continuing to invest in … Continue reading Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership

Assessing Multi-Touch Attribution’s value: Is it worth the effort?

While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity. Barry Levine on January 25, 2019 In theory, Multi-Touch Attribution (MTA) sounds like a marketer’s dream come true. Since digital media leaves tracks for each message or interaction, and … Continue reading Assessing Multi-Touch Attribution’s value: Is it worth the effort?

Solving for cross-device complexity with multi-touch attribution

Multi-touch attribution isn’t new, but technological advances have brought it within reach and made it more important than ever, says contributor Chuck Moran. Chuck Moran on April 13, 2018   I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you. Because marketers are human, we understand … Continue reading Solving for cross-device complexity with multi-touch attribution

What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared

Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between marketing mix modeling, multi-touch attribution, and cross-channel attribution. Alison Lohse on June 9, 2017   Marketing analytics is one of the most buzzed-about categories in the current red-hot martech landscape. For those of us … Continue reading What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared

Why machine learning is critical to multi-touch attribution

Columnist Alison Lohse notes that in today’s complex marketing atmosphere, marketers need tools that can quickly and accurately make sense of myriad and disparate data — and machine learning does just that. Alison Lohse on February 14, 2017     Until six or seven years ago, econometric models offered the best way to measure multi-touch … Continue reading Why machine learning is critical to multi-touch attribution

MMA: Multi-Touch Attribution Stifled By Lack Of Understanding, Transparency

by Laurie Sullivan@lauriesullivan, November 17, 2016 Only one-third of marketers participating in study released by the Mobile Marketing Association (MMA) this week said they use multi-touch attribution tools today, which helps them determine the value of each customer interaction leading to a conversion. More than 75% said they will use the tools by 2019 if … Continue reading MMA: Multi-Touch Attribution Stifled By Lack Of Understanding, Transparency

How To Calculate Multi-Touch Attribution For Social

By Teena Thach|2016-05-03T15:23:51+00:00May 6th, 2016|Analytics & ROI Analysis, Conversion Optimization, Social Media Marketing|0 Comments Social media exists across your lead lifecycle. It’s a first-touch acquisition source, a last-touch conversion point, and of course, an influential part of the buyer’s journey. People hear about a new brand from their friends on social media, learn about it … Continue reading How To Calculate Multi-Touch Attribution For Social