Benefits and Challenges of Multi-Touch Attribution
The major benefit of multi-touch attribution is that it provides more information than single-touch attribution, which can result in a more accurate understanding of the customer journey, better ROI optimization, and informed marketing decisions. These results are even better with something more advanced like using an MMM for attribution.
Challenges include the complexity of implementation, data privacy concerns that can affect the accuracy of insights, the need for advanced analytics capabilities, and the difficulty in tracking offline interactions.
Related FAQs
What Is Marketing Mix Modeling (MMM)?
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Can Marketing Mix Modeling Handle Addressable and Non-Addressable Marketing Channels Equally Well?
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Multi-Touch Attribution Example
Types of Multi-Touch Attribution
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What Is Attribution In Digital Marketing?
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