The document discusses multi-channel attribution in marketing, highlighting the importance of crediting various interactions throughout the customer journey rather than focusing solely on lead generation. It contrasts different attribution models, such as first touch, last touch, linear, time decay, and position-based attribution, each with its own strengths and limitations. Ultimately, the conclusion emphasizes the necessity for marketers to adopt multi-channel attribution to better understand the ROI of their campaigns and optimize their strategies.

2. Football – A team sport
While it’s easy to
give the entire
credit to a goal
scorer
It takes a winning effort from
the entire team to win a
championship where every
individual contributes

3. Omni-Channel mktg – A team work
Customers use multiple channels to
interact with your brand
All channels contribute in pushing your
customers towards a desirable
goal/outcome

4. Multi-Channel Attribution
• Companies spend money on
multiple channels to drive
customers towards their goals
• What is the true ROI of each
channel?
Multi-Channel Attribution allows
you to attribute credit to all your
digital
marketing channels involved in
conversions
$$$ Million Dollar Question $$$

5. • Marketers who solely focus on lead generation and don’t rely on conversions
may find this model useful as it only highlights the campaigns that first
introduces the customers
• Using this model offers limited optimization as without the visibility of
campaigns driving conversions, marketers find it hard to understand
company’s bottom line
First Touch/Click Attribution
• This model assigns 100% of the credit to
the very first interaction a customer had
with your business
• This model ignores the campaign that
ultimately drove the conversion

6. Last Touch/Click Attribution
• 100% credit is assigned to the marketing
channel driving the conversion
• Using this model may give insights on
campaigns with high conversion rate, but
it may lose sight on any influences
leading up to the conversions.
• This model can be powerful for marketers who are solely focused on driving
conversions.
• This model completely ignores all other channels even if a customer interacts
with your brand a dozen times before conversion

7. • By assigning even credit to each marketing interaction, you can start
optimizing for customer journey instead of an activity
• Giving equal credit to each channel might mean inability to optimize for
specific outcomes, and it may also rank high and low worth interactions
equally
Linear Attribution
• Linear Attribution model is the first step
towards Multi-Channel Attribution
• This model assigns credit evenly to every
marketing touch throughout the customer
journey.

8. Time Decay Attribution
• A big step forward from other models; it
gives the highest credit to the most recent
interaction
• Touches leading up to the conversion
receive less value the further back they
are from the conversion
• This model recognizes the significance of every interaction leading up to a
conversion while still placing the most value on the activity that actually drove
the conversion
• This model may result in a low amount of credit for highly influential touches
if it happened too early in the customer journey

9. • This model ensures that every touch point in the customer journey receives a
portion of the credit while still allowing you to optimize for the first and last
touches
• Even though this is a major step up from other models, assigning a very high
credit for first and last touches can be dangerous.
Position Based Attribution
• This model combines the best features of
the linear and time decay models.
• In an example, it may give 40% credit to
the first and the last channels each, while
the remaining 20% is divided among the
others.

10. Custom Attribution Models
• Marketers, who want
to be in full control,
can improve their
models by creating
custom ones that lets
them optimize their
own business goals
• Marketers can adjust
weights and other
aspects of models to
connect all the dots
resulting in truly
powerful Multi-
Channel Attribution

11. Conclusion
• Marketers simply cannot rely on single touch attribution anymore
• Customers use
multiple channels to
interact with your
brand
• Even though companies are
spending on multiple
channels, they are still
oblivious to the true ROI of
their campaigns
• Multiple campaigns work
as a team to drive
customers towards
business goals
• Multi-Channel Attribution
models gives you
insights based on
customer journey
Thank you!