Which marketing attribution models are right for you?
Marketing Attribution refers to the process of “identifying user actions that contribute to a larger desired outcome and assigning value to these” (ClickZ).
Attribution models analyze the performance of different touchpoints or channels within an overall marketing strategy. Single-touch models assign all the credit to just one touchpoint, whereas a multi-touch model takes into account the effectiveness of multiple touchpoints.
Multi-touch models are typically superior as they are more reflective of genuine customer journeys. For example, most customers have interacted with your brand multiple times before buying your product: be it by visiting your website, reading your whitepaper, or following your company on social media.
However, what both models have in common is that they follow the same set of rules.
This table shows how the different models function, their use cases, and a short review of each type: