Marketing Attribution


Marketing Attribution is defined as a process to identify a group of user actions called as events or touchpoints that contribute in some way or the other to achieve a desired output. Each of these actions is later assigned a particular value and these events or touchpoints include any branded interaction caused from a TV commercial to a promotional email offer.
Marketing attribution is a strong tool for people who are looking to uncover various inner workings of their efforts and to then use this knowledge in creating game-changing marketing strategies. By using this tool, marketers understand their customer and touchpoints with highest engagements to create effective marketing strategies. They also use it to understand the value of the customer and looks into the campaign to get insights on how to creatively solve the problems faced by the company and its customers.
The common types of marketing attribution models include First-Touch Attribution, Last-Touch Attribution and Multi-Touch Attribution. Firms use these models to focus on discovering most effective and the best methods to drive revenue through suitable marketing strategies. While choosing marketing attribution, ensure that you do not use any of the outdated models. 

It allows marketing teams to optimize the amount spent on campaigns and choose the most impactful one with higher conversion rate. Though balancing brand awareness and ROI is a difficult task for all marketers, marketing attribution gives you the required resources to create an impactful marketing campaign.

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