### 날짜 : 2023-12-08 17:38 ### 주제 : Marketing Attribution #마케팅 #공부 ---- ## Marketing Attribution > **Marketing Attribution** is a critical process in digital marketing that aims to understand and assign credit to various marketing touchpoints or channels in the customer journey, helping businesses identify which marketing efforts contribute to conversions. Two common attribution models are **Multi-Touch Attribution** and **Last-Touch Attribution**: ### Multi-Touch Attribution: - **Objective:** Multi-Touch Attribution aims to provide a more comprehensive and holistic view of how different marketing touchpoints influence a customer's path to conversion. - **How It Works:** In this model, credit is distributed across multiple marketing touchpoints that a customer interacts with during their journey. Each touchpoint receives a portion of the credit based on its role and influence in the customer's conversion. - **Example:** Suppose a customer first discovers your product through a social media ad, then subscribes to your email newsletter, and finally makes a purchase after receiving a promotional email. Multi-Touch Attribution would assign credit to both the social media ad and the promotional email because both played a role in the customer's conversion. ### Last-Touch Attribution: - **Objective:** Last-Touch Attribution is a simpler model that attributes conversions solely to the last interaction or touchpoint a customer had with your brand before converting. - **How It Works:** In this model, all the credit for a conversion is assigned to the final touchpoint, ignoring any previous interactions. This approach can provide a clear and straightforward understanding of which channel directly led to a conversion but may overlook the contribution of earlier touchpoints. - **Example:** Using the same scenario as above, Last-Touch Attribution would assign all the credit for the conversion to the promotional email, as it was the last interaction before the purchase. ### Considerations: - **Data Availability:** Multi-Touch Attribution often requires more comprehensive data tracking and analysis to accurately assign credit to various touchpoints. Last-Touch Attribution is simpler and may be more suitable if detailed data is not readily available. - **Complex Customer Journeys:** In industries with longer and more complex customer journeys, Multi-Touch Attribution can provide valuable insights into the different stages and touchpoints that contribute to conversions. - **Channel Effectiveness:** Different businesses and industries may benefit from different attribution models. Some may find that Last-Touch Attribution aligns better with their marketing goals, while others may prefer the granularity of Multi-Touch Attribution. - **Custom Models:** Some businesses opt to create custom attribution models that blend elements of both approaches or incorporate other factors unique to their industry and customer behavior. Ultimately, the choice between Multi-Touch Attribution and Last-Touch Attribution depends on your specific marketing objectives, the complexity of your customer journeys, and the availability of data and tools for analysis. Many businesses use a combination of attribution models to gain a more well-rounded understanding of their marketing performance. ### 출처(참고문헌) - ### 연결문서 - [[9.5 Analytics and Data-Driven Marketing]]