Single-Touch Attribution: Mapping Marketing ROI Back to Content
ROI
Mapping ROI back to content isn’t easy, but it’s essential to determine the effectiveness of the content you create. With the complex marketing strategies most of us design today, models like “multi-touch” and “omni-touch” are crucial to genuinely mapping ROI to every piece of content in the buyer’s journey. These complex attribution models allow us to drill deep and get a more accurate picture of how our content influences buyers and where we may need to tighten our efforts.
But is complex always the right path? Single-touch attribution, where 100 percent of the conversion credit is given to one touch point in a buyer’s journey, can still have a place in modern marketing analytics.