The Why, What, & How of Marketing Attribution Models

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1. Again, kidding. “Conversion paths grow more complicated with every new type of touchpoint.” ALSO READ: 6 Moz Alternatives for Any SEO Project

   In Referral attribution models

2. Again, kidding. “Neither your conversion paths nor your customer-brand interaction map boil down to one or two touches anymore.” ALSO READ: 6 Moz Alternatives for Any SEO Project

   In Referral attribution models

3. ALSO READ: 6 Moz Alternatives for Any SEO Project “Every piece of content, social share, phone call, and email has the potential to send data back to your analytics tool, as long as you tag each of those potential touches.” Tagging tells your analytics tool where data comes from, and then you can see the full picture of the customer journey, right? If only it were that easy.

   In Referral attribution models

4. How do you know how customers interact with your brand? Data. Every piece of content, social share, phone call, and email has the potential to send data back to your analytics tool, as long as you tag each of those potential touches. “Tagging tells your analytics tool where data comes from, and then you can see the full picture of the customer journey, right?” Marketers and data analysts use a number of different marketing attribution models to test their theories on customer behavior. That means no model will work the same for all industries. Warning: I’m not going to give you a model that works right out of the box at the end of this article, because that model does not exist. Here’s what you’ll learn instead:

   In Referral attribution models

5. Again, kidding. “You have to distinguish between direct, organic, social, email, paid, and any outside sources to get a true picture of your customer behavior.” ALSO READ: 6 Moz Alternatives for Any SEO Project

   In Referral attribution models