Multichannel Marketing
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Position based
40% of Credit to first and last interaction, remaining 20% distributed evenly to all interactions in middle
Attribution modeling
Process of understanding and assigning credit to marketing channels that eventually lead to conversions
First touch
Touchpoint that initiates the conversion path
Linear Distribution
Distributes credit of sale evenly to all
Multi touch
Factor more than one touchpoint into conversion
Last touch
Final touchpoint
Awareness
Increasing size and improving quality of audience
Multichannel Marketing
Strategy that maximizes a company's opportunity to interact with prospective customers across many marketing channels
Time Decay attribution model
the touchpoints closest in time to the sale or conversion get most of the credit.
