3 Types of Marketing Attribution Software to Try in 2020


Marketing attribution software comes in three broad types: Multi-touch Attribution (MTA). Multi-touch attribution tools are exactly what they sound like: software that teases out which of many touchpoints is responsible for the sale. Multi-channel Attribution (MCA).

How to Measure the ROI of Your Marketing Programs


Multiple touches. Proverbial marketing wisdom says at least seven touches are needed in order to convert a cold lead into a sale. Whether or not this is the correct number, the principle conveys an element of truth: every marketer knows it takes multiple touches to create a customer. This fact makes it difficult to allocate revenue to any specific touch. Single Attribution (First Touch / Last Touch). First Touch. Last Touch.