{"id":117278,"date":"2024-03-05T18:00:00","date_gmt":"2024-03-05T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/6-ways-to-supercharge-your-insights-with-multi-touch-attribution\/"},"modified":"2024-12-20T09:21:10","modified_gmt":"2024-12-20T14:21:10","slug":"6-ways-to-supercharge-your-insights-with-multi-touch-attribution","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/6-ways-to-supercharge-your-insights-with-multi-touch-attribution\/","title":{"rendered":"6 ways to supercharge your insights with multi-touch attribution\u202f"},"content":{"rendered":"

In the world of digital marketing, you have to understand the entire customer journey in order to make informed strategic and resourcing decisions. But, as any SEO practitioner will tell you, it can be exceedingly difficult to gauge the impact of any one digital tactic, never mind a complex web of non-linear user touch points.\u202f<\/span>\u00a0<\/span><\/p>\n

So, where to begin? Traditionally, marketers have looked to first-touch and last-touch attribution models to optimize their campaigns for maximum impact. Each approach has its benefits, as we\u2019ll see, but when you layer them together you create something far greater than the sum of its parts: multi-touch attribution.\u202f<\/span>\u00a0<\/span><\/p>\n

In this article, you will learn how first-touch and last-touch attribution can be deployed together to reveal the contributions of each channel\u2014including organic search\u2014and transform your understanding of the customer journey, from the initial spark of awareness to the decisive moment of conversion.\u202f<\/span>\u00a0<\/span><\/p>\n

The Importance of <\/span>Understand<\/span>ing<\/span> the<\/span> Customer Journey and Touch<\/span> P<\/span>oints <\/span>Within<\/span><\/h2>\n

The customer journey outlines the various stages a customer goes through while interacting with a product, service, or brand. It begins with the customer’s <\/span>initial<\/span> awareness or discovery of the offering and extends through the entire lifecycle of their relationship with the business. This journey typically consists of <\/span>four<\/span> key phases<\/span>:<\/span><\/span>\u00a0<\/span><\/p>\n

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  • THINKING:<\/span><\/b> At this stage, customers become aware of a product or service through marketing efforts, word of mouth, or other channels. It marks the beginning of their journey.<\/span>\u00a0<\/span><\/li>\n
  • PLANNING:<\/span><\/b> Once aware, customers actively explore and compare different options. They seek information, read reviews, and evaluate the value proposition of the offering.<\/span>\u00a0<\/span><\/li>\n
  • DOING:<\/span><\/b> The customer converts. This is a critical point in the journey, but it doesn’t mark the end; rather, it transitions into the feeling phase.<\/span>\u00a0<\/span><\/li>\n
  • FEELING:<\/span><\/b> A positive post-conversion experience can lead to customer retention and loyalty. Businesses often implement strategies such as loyalty programs, personalized communication, and ongoing support to nurture long-term relationships. Satisfied customers may become advocates, spreading positive word of mouth, and recommending the product or service to others. This can significantly impact the Thinking and Planning phases for new potential customers.<\/span>\u00a0<\/span><\/li>\n<\/ul>\n

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    Evaluation of touch points involves collecting and analyzing data. Data-driven insights empower marketers to make informed decisions, prioritize improvements based on actual customer behavior, and allocate resources efficiently. However, using a single attribution model will only tell part of the story. Full customer journey analysis will require the use of multi-touch attribution.<\/p>\n

    There are many forms of multi-touch attribution used in marketing. For today\u2019s purposes, we will look at the value of combining first-touch and last-touch attribution models to gain additional understanding of the value of each touch point across the customer journey.<\/p>\n

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