Multi-touch attribution

What is multi-touch attribution?

Multi-touch attribution is an analytical approach used in marketing to measure and analyze the impact of multiple channels on consumer behavior and marketing decision-making. It aims to identify the marketing channels and touchpoints that contribute to a conversion or desired outcome, considering the various interactions a consumer has with different marketing touchpoints throughout their journey. The goal is to allocate credit or attribution to each touchpoint based on its influence in driving the desired outcome.