Do you know what causes an individual prospect to convert and buy your product? If you’re like most marketers, you’ll look at the last thing they touched — maybe a landing page, buying guide, case study, or comparison chart. Then, you’ll begin promoting that piece, thinking it’s your golden opportunity to gain more customers.
Unfortunately, if you follow this approach, you’ll miss out on the fact that a purchasing decision is a long, drawn-out process for most customers. There are many factors — many “touches” — that go into a buying decision. Knowing what touches are important and how they fit together is the foundation of multi-touch attribution (MTA) — a conversion attribution model that gives weight to each individual input (such as SEO, email, social, etc) that contributed to the purchasing decision.
Will This be the Year of Multi-Touch Attribution?
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