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Multi-Touch Attribution (MTA)

Home / Glossary of Marketing & Advertising Terms / Multi-Touch Attribution (MTA)

A bottom-up, granular, user-centric view of digital marketing that measures the touch points a consumer encounters on the path to purchase and determines the touch points, channels and messages that have the greatest impact to influence a desired outcome. MTA credits multiple touch points along the path to purchase, with varying methodologies for doing so –including assuming equal value to all touch points (linear attribution), giving custom credit to touch points based on algorithms (fractional attribution), or allocating the most value to the first and last touch points (U-shaped attribution). Neither MTA nor MMM can address the challenges of measuring multi-channel interactions,evaluate all ad media and omni-channel activities or tie top of the funnel (brand to behavior) and lower funnel (sales transactions) KPIs together.

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