New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Each touchpoint receives 25% credit for the conversion with the even credit attribution model.

This piece talks about various Facebook attribution models marketers can adopt to know about customers’ interactions with their ads. Businesses can use even credit attribution model on Facebook to get a holistic view of the customers’ journey.

Brands can use positional 30% and positional 40% attribution models to know the touchpoint that drew the customer’s attention to their ad and the ones that caused the conversion. It can also help marketers identify the touchpoints that helped push their customers towards a specific decision.

Businesses can leverage time decay 1-day and 7-day attribution models to see all of the channels that led to a conversion. The author states that a time decay model can help brands gain insights on how customers reacted to a promotion or offer.

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[10 minute read]

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