Understanding Your Most Successful Touchpoints: The Multi-Source Attribution Model

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Marketing experts have come up with many concepts for how to attribute results and conversions to marketing tactics. To get the best idea of ​​what works best for you and drives new business, you should use a multi-source attribution model that weighs the value of each touchpoint.

While it's harder to measure than the first and last touch models, it's much better because it allows you to understand the impact all of your marketing channels and outreach efforts are having on conversion.

Here's why.

What is a cross-source attribution model in marketing?
Within the concept of multi-source attribution, there are many attribution iran email list models, each with one important characteristic: a conversion is attributed to all interactions with a customer from the moment they meet you until the conversion.

These models include:

1. Linear attribution
With this model, you give equal weight to all touchpoints that lead to conversion. For example, if a customer finds you through search, then follows your social media posts, engages with your email, and finally completes an order thanks to a personalized sales message, each interaction gets equal weight.