This eBook elaborates on the concept of multi-touch attribution, a sophisticated analytical approach in marketing that examines the diverse customer journey across multiple touchpoints. It emphasizes the significance of attributing appropriate credit to each touchpoint, providing a comprehensive view of customer experiences to enhance marketing effectiveness.

The content outlines the working mechanism of multi-touch attribution, highlighting data collection, attribution models, analysis, credit assignment, insights generation, and optimization. It also contrasts multi-touch attribution with marketing mix modeling, emphasizing their distinct approaches and analytical contexts.