Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
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A customer journey is a sequence of many touchpoints. One question remains: which action in the customer journey influenced the sale the most?
To answer this question, marketers use different weighting models. One of the most common is the last-click model. In this model, only the last touchpoint in a customer journey gets all the credit, even when other marketing actions were part of the same successful journey. In football, only the player who scores would get paid. That seems unfair.
Other statistical or rule-based models include:
First Click Model = The first action gets all the credit for the customer journey
Linear Model = Credit is split equally between all actions in a customer journey
Bathtub Model = The first and last actions get most of the credit. The other touchpoints split the remaining credit equally
These models are all rule-based. Some actions do not get the credit they deserve based on their performance across marketing actions and customer journeys.
The market needed a better way to measure marketing performance across all actions and customer journeys. This led to dynamic multi-touch attribution.
Multi-touch attribution considers touchpoints in both converting and non-converting customer journeys. It compares successful touchpoint sequences with unsuccessful sequences and calculates conversion probabilities for different sequences and touchpoints. Each touchpoint then receives a conversion weight. Every touchpoint that affects a sale gets credit, regardless of position.