Digital marketing: multi-touch attribution
MTA allows marketers to find out which of their digital marketing tactics are working and which are not
The effective tracking of digital marketing campaigns is not as easy as initially thought. One question that often pops up is: at what point did consumer conversion take place? During a campaign it’s difficult to attribute this correctly, especially with multiple touchpoints such as display and native advertising, sponsored social posts, video ads on mobile or paid-for search results all running consecutively.
Simply attributing a successful conversion to the consumer’s first or last point of contact on a campaign doesn’t tell the complete story. It’s here that multi-touch attribution (MTA) comes into play...
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