Customer journeys have become increasingly complex and cross-channel, making it difficult for marketers to know which touchpoints are actually driving conversions.
While general analytics tools provide first- and last-touch attribution data, this doesn’t provide a full picture of the customer journey (and can lead to incorrect assumptions and optimization decisions). This is why businesses are increasingly investing in multi-touch attribution.
RESOURCES
In this guide you’ll learn:
The different models for multi-touch attribution (linear, U-shape, W-shape, time decay, custom)
The tools and technology you'll need in your tech stack.
How to collect, combine, and visualize data to implement multi-touch attribution.