Digital Marketing Dictionary

Market Attribution Models

By June 20, 2020 2 Comments

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Marketing attribution models reflect the various touch points, channels, and influences affecting customers with a business. This is an established “model” that outlines the entire journey from initial contact to final sale. It identifies how a customer is introduced to a business, the interactions they make, and the process to complete a sale.

Why are Marketing Attribution Models Important?

Marketing attribution models allow you to analyze and determine which marketing tactics are contributing to real sales, conversions, and growth at your business.

There are a few types of attribution models you can focus on, such as:

  1. First-Touch Attribution. This focuses 100% on the initial point of contact between a customer and your business. This identifies the channels your leads come from and gives all credit to the first touch.
  2. Last Touch (Opportunity Creation Touch) Point. This is a simple model that focuses on the last point of contact before a lead converts into a sale.
  3. Multi-Touch Attribution. This model distributes credit along varying moments in your funnel which contribute to a lead becoming a buyer.

The model you use for your business should answer questions like, “How many marketing channels do I use?” and “How long is my marketing cycle?”

Not sure what this means for your business? Get in touch to learn how to take your customers on a conversion focused journey — send a message.

Author Kevin Urrutia

Kevin is the founder of Voy Media. Kevin is an avid outdoorsman and nature lover; when not in the concrete jungle of New York, he can be found trying to explore a real one. Follow Kevin on Twitter Voy Media has been named the #1 Facebook Marketing Agency and one of the fastest growing marketing agencies in NYC. Voy Media crafts custom digital marketing strategies for clients, including services in Facebook Ads, Google Ads, Amazon Ads, email marketing and more.

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