MTA (Multi-Touch Attribution) is imperative for marketers to identify the most workable digital marketing tactics
The effective tracking of all digital marketing campaigns is not that an easy job. The primary question that pops up is: at which particular point did consumer conversion take place? During each campaign, it’s challenging to attribute correctly, especially with MTA such as native and display advertising, sponsored video ads, social posts, on mobile, or for paid search results all running consecutively.
Merely attributing a positive conversion to the consumer’s first or the last point of contact on a campaign does not reveal the complete story. Linking users to different touchpoints and tracking them down effectively – remains the key to success.
Joel Rubinson, the MTA subject expert, believes that by utilizing it, marketers can find out which of the digital marketing tactics are successfully working and which are not, and that enables them to fine-tune campaigns and multiply their return on investment (ROI).
Simply put, MTA connects user data across different campaign touchpoints. It also tracks patterns of content consumption and ad serving on a user level, analyzing campaign data as it unfolds. Doing so offers marketers a granular view of the campaign’s various misses and hits.
Identity resolution the concern
Effective MTA is never a single-man job nor a quick one. For brands, linking user data across silos – identity resolution – is the biggest stumbling block. It involves connecting all the dots between data gleaned from browser cookies and the tracking pixels, known as first-party data and the customer relationship management software.
Hurdles to competent identity resolution include the walled gardens created by large publishers. These rigorously limit the data returned to clients post campaigns and often don’t allow pixel tracking or sharing specialized ad products. Even when user data is provided, it can’t be linked to other walled-garden data sets.
The most significant and popular example of this is the emerging online advertising trend. Online retailers, including Amazon that allow brands to advertise on their properties, don’t share actual sales data at a user level, making it challenging to determine the outcome of advertising.
It is crucial to move through each stage calculatingly without trying to find shortcuts. Despite the benefits involved with MTA, it should not be presumed as a full-on replacement of other marketing mix models by the marketers.
Marketers should consider MTA as a vital part of a portfolio of models, and not just as another silver bullet. It will help them to move from satisfactory ROI to superior ROI by focusing on the incremental sales improvements.