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.


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