Customer journeys today are not straightforward. For your digital marketing efforts to be truly successful, you need to nurture every single stage in the user’s path – from making them aware of your brand to finally getting them to convert. While the overarching objective of marketing is to get the user to perform that final desired action (purchasing a product, filling up a form, etc.), different channels play different roles – ads help build awareness, social helps with engagement, email helps with personalized offerings.. a user may interact with many marketing channels along the way!
But then, who gets credit?
The last channel where the conversion happens? The first one? All of them?
That’s where attribution models come in. These are frameworks that help assign credit to the multiple touchpoints in a customer journey. Which attribution model to use? That largely depends on what your company does, what channels you invest in, what your acquisition strategy is, and what your customer’s consideration to decision cycle looks like.
