When a consumer purchases your product or service through your site, they have done so through a specific process that doesn’t solely rely on the first or last touchpoint that you can see. Joel Rubinson suggests using a method called multi-touch attribution (MTA) in order to determine which areas of marketing are working best for lead conversion. The way MTA works is by evaluating user and campaign data while tracking patterns of content consumption. It then finds a way to connect these factors, finding the most effective strategy.
- Multi-Touch Attribution (MTA) analyzes many different data sources to try to identify which parts of a campaign worked and which ones didn’t.
- Identity Resolution involves combining many types of data from different sources to paint a more detailed and granular picture of how customers have engaged with the brand.
- One big obstacle to MTA is the reluctance of many publishers to share all of their data outside the walled gardens in which it originally resides, even with their major partners.
“One question that often pops up is: at what point did consumer conversion take place?”