Or simply "attribution."
I've simply stopped trying to set up multi-touch attribution for my clients because it always, always takes longer to configure than anyone expects, and by the end nobody fully trusts it anyway.
I've simply stopped trying to set up multi-touch attribution for my clients because it always, always takes longer to configure than anyone expects, and by the end nobody fully trusts it anyway.
Yes, I think that's enough lol
Just had bad memories of a client trying to have multi channel attribution in place for a campaign (but on the other hand, maybe the agency upper management shoved that in the clients throat and we had to deal with it).
Some people buy. Some of those people have bought before when they lived in a different state before they were married. Some people see an ad on their phone and purchase by telling their spouse to order from Amazon. Some people wait until their paycheck clears the bank two weeks later then buy, but not before they’ve seen the brand an additional 15 times on various channels.
Multichannel attribution aims to attribute those purchases to the correct channels, usually to determine ROI and help with planning.
Keeping track of all those customers and touch points is non-trivial. Assigning weight to each touch point is non-trivial. Modeling behavior accurately is non-trivial. It’s theoretically 100% possible. Software companies and consultants sell solutions that seem plausible. In practice it feels impossible.
Source: A decade of agency and in-house advertising/marketing work for some of the largest brands in the world