How Weighted Touchpoints Increases Attribution Accuracy
NOVEMBER 20, 2015
When it comes to giving credit to marketing touchpoints , most marketers and their attribution models focus on time: the first touch, the last touch, or even the amount of time before conversion (time decay model). Therefore, time shouldn’t be the only factor that marketers use to determine the value of each marketing interaction. Weighted Touchpoint Values. A smart attribution model understands the natural differences in marketing touchpoints and values them accordingly.