multi-touch-attribution

Vocabulary Word

Definition

In marketing, 'multi-touch attribution' is like giving points to every player in a relay race, not just the one who crosses the finish line. It means tracking all the different ads or approaches that helped convince a person to buy a product or service.

Examples in Different Contexts

By leveraging 'multi-touch-attribution', a SaaS company can gauge how a mix of webinars, demo videos, and retargeting ads influence a subscriber's decision to upgrade.

Practice Scenarios

Technology

Scenario:

Our user sessions are long, but the journey has many steps. Pinpointing what elements of the app are most engaging can enhance our user interface.

Response:

You're right. With multi-touch attribution, we can track which app features are most engaging to users and build on them to improve UX.

Sales

Scenario:

We got the customer to sign the contract, but we had multiple interactions, from the product demo to the final negotiation. Which do you think had a substantial influence?

Response:

Absolutely! With multi-touch attribution, we can understand the true impact of our product demos and sales negotiations in closing deals.