Guide to Multi-Touch Attribution

In this multi-touch attribution guide, we discuss what multi-touch attribution is, and why is it becoming so central to modern marketing.



The customer journey is becoming increasingly complex. 


Today’s shoppers are now using multiple devices and channels on their path to conversion.

Without visibility of this multi-touch, multi-visit journey, marketers cannot untangle the cost and value associated with each channel and device. And, without this, they cannot hope to understand how best to market.

The solution is to give marketers visibility of their entire customer journey, and the associated costs.

Data-driven, multi-touch attribution is becoming ever more key to effective marketing, and these models are now being hailed as the way forward for accurate value attribution – read this blog for even more information!


In this Multi-Touch Attribution guide, we examine:

  • The problem facing today’s marketers
  • The definition of attribution
  • Current attribution models – and their downfalls
  • How to make your attribution a success
  • What a data-driven, multi-channel attribution model entails
  • The difference between channel-specific and data-driven models
  • The Markov Model

About Fospha

Fospha – the Customer Data Platform specialists – integrates all your data sources into one centralised data platform, providing you with a granular, single customer view. From here, we provide you with the unique tools to understand, and act upon, your data to drive conversions, ROI and reduce dropouts.


To learn more about how Fospha can help you solve your data challenges, click here.

Hear more about our 30 day diagnostic

For further information about how we collect and use your data, please see our Privacy Policy.