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.
Why Use Single-Touch Attribution?
Marketing teams that use single-touch attribution usually choose the first or the last touch point to qualify the lead as derived from marketing. So why use single-touch attribution in a 21st-century marketing context?
1. It’s easy to implement.
Marketers choose one interaction with a customer (often the first or the last) and credit the entire sale to that piece of content, regardless of how many touch points are created for the buyer’s journey.
This could be the social ad you ran on LinkedIn that first caught your customer’s attention which drove them to read a blog (first touch), or the webinar you offered that convinced the customer to purchase your service or product (last touch).
But wait, there’s more! …..
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By: Aaron Taube
Publication Date: 2022-12-07