Word of the Week: Multi-channel attribution
Rarely is a purchase completed in one step. Multi-channel attribution follows the idea that prospects generally utilize several different channels before purchasing a product or service, and it allows marketers to understand the channels utilized by a prospect during the conversion process. These channels include, but are not limited to mobile, online, email and retail. This concept aims to give relative value to each of these channels and contributes to moving the customer toward his/her purchase point. Analytics programs are used to better understand how the customer discovers, evaluates and completes this purchase. The results are then used to evaluate the influence of each marketing channel.