Multi-Touch Attribution Models (or MTAs for short) are more complicated than Single-touch Attribution Models. MTAs seeks to distribute credit across more than one touchpoint in a conversion path. One of the biggest deficiencies of single-touch attribution models is that it does not recognize a fundamental fact around marketing and advertising: that is, that that marketing and advertising is usually a “team sport” and that multiple touchpoints cooperate together to convince a prospect to eventually convert.
It’s usually not a one-person effort. Certain type of video advertising may be good in building out awareness. Rich media advertising or email campaigns may be good at building out interest and purchase intent. Paid search may be the final step after the user decides that they already want to make a purchase. All these channels come together to successfully drive a conversion.
