Successful marketers know conversion paths routinely span search, social and other channels. So how should marketers award each channel its fair share of credit for a conversion?
To best optimize media buys based on a transaction or some other conversion event, advertisers must account for every step in the consumer’s path that led them to that conversion. Multi-touch attribution helps make sense of the complex web of online marketing touch points; from awareness, to consideration, to intent through to purchase. These attribution models offer marketers different methods of assigning credit to various touch points based on their specific goals and other important factors.
Attendees will learn methods for assigning credit to touch points across the entire customer engagement cycle and purchase funnel. Those who can better understand the full path to conversion and apply flexible attribution models can allocate credit for conversions to customer touch points that have a significant impact on driving consumers into and through the purchase funnel.
My OMI subscription makes it easy for me to stay on top of what's working now in digital. As a small business marketer, I wear many hats — from managing email, to search, to social media, and more — and thanks to my OMI subscription, I am able to successfully execute these campaigns and increase sales for my company and my clients.