In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.

2. Football – A team sport
While it’s easy to
give the entire
credit to a goal
scorer
It takes a winning effort from
the entire team to win a
championship where every
individual contributes

3. Omni-Channel mktg – A team work
Customers use multiple channels to
interact with your brand
All channels contribute in pushing your
customers towards a desirable
goal/outcome

4. Multi-Channel Attribution
• Companies spend money on
multiple channels to drive
customers towards their goals
• What is the true ROI of each
channel?
Multi-Channel Attribution allows
you to attribute credit to all your
digital
marketing channels involved in
conversions
$$$ Million Dollar Question $$$

5. • Marketers who solely focus on lead generation and don’t rely on conversions
may find this model useful as it only highlights the campaigns that first
introduces the customers
• Using this model offers limited optimization as without the visibility of
campaigns driving conversions, marketers find it hard to understand
company’s bottom line
First Touch/Click Attribution
• This model assigns 100% of the credit to
the very first interaction a customer had
with your business
• This model ignores the campaign that
ultimately drove the conversion

6. Last Touch/Click Attribution
• 100% credit is assigned to the marketing
channel driving the conversion
• Using this model may give insights on
campaigns with high conversion rate, but
it may lose sight on any influences
leading up to the conversions.
• This model can be powerful for marketers who are solely focused on driving
conversions.
• This model completely ignores all other channels even if a customer interacts
with your brand a dozen times before conversion

7. • By assigning even credit to each marketing interaction, you can start
optimizing for customer journey instead of an activity
• Giving equal credit to each channel might mean inability to optimize for
specific outcomes, and it may also rank high and low worth interactions
equally
Linear Attribution
• Linear Attribution model is the first step
towards Multi-Channel Attribution
• This model assigns credit evenly to every
marketing touch throughout the customer
journey.

8. Time Decay Attribution
• A big step forward from other models; it
gives the highest credit to the most recent
interaction
• Touches leading up to the conversion
receive less value the further back they
are from the conversion
• This model recognizes the significance of every interaction leading up to a
conversion while still placing the most value on the activity that actually drove
the conversion
• This model may result in a low amount of credit for highly influential touches
if it happened too early in the customer journey

9. • This model ensures that every touch point in the customer journey receives a
portion of the credit while still allowing you to optimize for the first and last
touches
• Even though this is a major step up from other models, assigning a very high
credit for first and last touches can be dangerous.
Position Based Attribution
• This model combines the best features of
the linear and time decay models.
• In an example, it may give 40% credit to
the first and the last channels each, while
the remaining 20% is divided among the
others.

10. Custom Attribution Models
• Marketers, who want
to be in full control,
can improve their
models by creating
custom ones that lets
them optimize their
own business goals
• Marketers can adjust
weights and other
aspects of models to
connect all the dots
resulting in truly
powerful Multi-
Channel Attribution

11. Conclusion
• Marketers simply cannot rely on single touch attribution anymore
• Customers use
multiple channels to
interact with your
brand
• Even though companies are
spending on multiple
channels, they are still
oblivious to the true ROI of
their campaigns
• Multiple campaigns work
as a team to drive
customers towards
business goals
• Multi-Channel Attribution
models gives you
insights based on
customer journey
Thank you!