Multi-Touch Attribution is a powerful feature in PartnerPilot that helps you understand the complex journey your customers take before making a purchase. This article will explain what Multi-Touch Attribution is, how it works within PartnerPilot, and how you can use it to improve your marketing strategies.

What is Multi-Touch Attribution?

Multi-Touch Attribution is a method of analysing the effectiveness of your marketing efforts by assigning value to each interaction a customer has with your brand before making a purchase. These interactions, or "touches," can include various activities such as:

• Clicking on an advertisement
• Opening a marketing email
• Visiting your website
• Engaging with your social media content
• Viewing a product page

Instead of crediting only the last interaction before a purchase (known as "last-click attribution"), Multi-Touch Attribution acknowledges that multiple marketing channels and campaigns may contribute to a customer's decision to buy.

How Multi-Touch Attribution Works in PartnerPilot

1. Tracking Customer Interactions: PartnerPilot monitors and records various touch points a customer has with your brand across different channels.
2. Assigning Value: Each interaction is assigned a value based on its perceived importance in the customer's journey.
3. Analysing the Data: PartnerPilot aggregates this data to provide you with comprehensive insights about your customers' paths to purchase.

Key Metrics Provided by PartnerPilot:

1. Average Time to Conversion: This metric shows how long it typically takes from a customer's first interaction with your brand to their eventual purchase.
2. Touches to Conversion: This data illustrates how many interactions customers typically have before making a purchase.
3. Sources/Mediums in Conversion Path: This information helps you understand which channels and marketing methods are involved in your customers' journeys.
4. Transaction Attribution: PartnerPilot provides a visual representation of the touch points for each order, allowing you to see the specific path each customer took before purchasing.

Example Use Case

Home Art Haven, an online retailer specialising in home decor and artwork, implemented Multi-Touch Attribution in PartnerPilot to gain a deeper understanding of their customers' buying journeys and optimise their marketing strategies.

Key Insights:
• Identified top-performing channels: Discovered that social media advertising and CSS partnerships were driving the most conversions.
• Optimised marketing spend: Reallocated budget to focus on the most effective channels, resulting in a significant increase in ROI of +307% in one month.
• Improved customer targeting: Used customer journey data to create more targeted ad campaigns, leading to higher conversion rates.

Benefits of Using Multi-Touch Attribution

1. Holistic Understanding: Gain insight into the entire customer journey, not just the final action that led to a sale.
2. Channel Effectiveness: Identify which marketing channels are most influential in driving conversions.
3. Improved Budget Allocation: Make data-driven decisions about where to invest your marketing resources for the best return on investment.
4. Enhanced Customer Insights: Develop a deeper understanding of your customers' behaviour and preferences throughout their buying journey.
5. Optimise Marketing Strategies: Use the insights gained to refine your marketing approaches and create more effective campaigns.

How to Use Multi-Touch Attribution Data

1. Analyse conversion timelines to set realistic expectations for your marketing campaigns and sales cycles.
2. Study the number of touches typically needed for conversion to optimise your marketing funnel and determine appropriate follow-up strategies.
3. Review the effectiveness of different marketing channels and how they work together to drive sales.
4. Examine individual transaction attributions to identify successful patterns and replicate them in future campaigns.
5. Use the insights to create more personalised and effective marketing strategies that align with your customers' journeys.

Conclusion

Multi-Touch Attribution in PartnerPilot offers a comprehensive view of your customers' paths to purchase. By understanding these complex journeys, you can make informed decisions to improve your marketing strategies, enhance customer experiences, and ultimately drive more conversions. Remember, effective marketing is about understanding and responding to your customers' needs at every stage of their journey – Multi-Touch Attribution gives you the tools to do just that.