Attribution is one of those topics with lots of myths and legends surrounding it. Every marketing strategy needs attribution, everyone thinks they know it, every technology provider think they have it. As a result, many assumptions arise, such as last-click is bad, and multi-attribution is the way to go. But when is this true, and when is it (yes, it can be) false?
Why is attribution even necessary in the first place?
Before we get there, let’s take a step back. Why is attribution even necessary in the first place? Attribution studies your customer journeys and identifies the contributor(s) to your conversion. Since customers often brings about recurring patterns, no matter how complicated, knowing these patterns gives marketers an indicator of how to better reach them to make more sales or get more leads. Marketers, who are in the know, are therefore at an advantage, as they do not go in flying blind.
Everyone wants to achieve nirvana
Attribution is, however, complicated because everyone wants to achieve nirvana. The perfect attribution model gives credit to each and every touch point along the customer journey that is proportional to their influence over the purchase, and this perfect attribution model is not easy to get to.
To simplify and standardize things, there are predefined single and multi-attribution models in the market, causing the debate between the two. In short, single attribution takes only the one winning touchpoint into account and ignores all others, while multi-attribution considers the inﬂuence of all touchpoints of the customer journey on the sale. That automatically means multi-attribution is better, isn’t it?
Well, not always. It really depends on what you are using attribution for, and your available resources.
In our new whitepaper “What You Need to Know for Successful Attribution”, we dive into the comparison between single and multi-attribution, as well as guide you through your needs for attribution using the following questions:
- Do I need attribution for analytical or real-time commercial purposes?
- Have I got relevant experience with single attribution in order to apply multi-attribution in the future?
- Do I have the right technology?
Check out this whitepaper on successful attribution and start empower yourself to make the right choice of attribution and more effective decisions for the future marketing investments!