multi-touch attribution
An approach that divides credit for a conversion across several marketing touchpoints along the customer's journey.
Definition
Multi-touch attribution spreads credit among the interactions that led to a result, using rules or statistical models. Variants include equal credit, time decay and position-based. It gives a fuller view than last click, but depends on data that is often incomplete because of privacy limits and device switching. Models also embed assumptions that can be disputed. Treat results as directional and check them with controlled tests when possible. Ask the agency to describe the model in plain language, including what it assumes about the value of early and late touches.
In a sentence
The multi-touch model gave partial credit to early video views.
Because of tracking gaps, the team treated the model as directional.
