Today’s digital advertisers know that first and last-touch attribution analysis paints an incomplete picture of the customer journey. Once potential buyers express initial interest, they make a set of interim decisions along the purchase path -- informed by paid search, display ads, social network interactions and a range of other on and offline influencers.
MTA, or multi-touch attribution, enables the marketer to construct a holistic story — one that describes and calculates overall campaign effectiveness — by drawing on an analysis of how various paid touchpoints interact to influence and convert the buyer.
In this piece from Razorfish, we highlight how marketing and advertising executives, who are eager to adopt multi-touch attribution, can implement a successful onboarding process to pave the way for a smooth implementation by:
- Evaluating an in-house solution vs. multi-touch attribution vendor
- Selecting the right attribution vendor
- Implementing an attribution vendor solution
- Evaluating initial attribution results
- Implementing a crawl, walk, and run approach to optimization
- Setting expectations
In recent years, an increasing number of marketing and advertising executives have adopted MTA as a primary means to measure campaign effectiveness. Executives also depend on MTA to make more informed budget allocation decisions.
While executives are sold on MTA’s benefits, they struggle with its actual implementation.
In the great majority of cases, MTA success is directly dependent on a sound onboarding and implementation process. MTA success is also dependent upon a complete setting of expectations that will prepare executives for the requisite decisions needed to ensure a smooth implementation.