Multi-touch attribution (MTA) refers to a data-driven marketing strategy used by businesses to assign credit to multiple touchpoints that a customer interacts with during their purchase journey. Unlike traditional techniques that credit just one interaction, for instance, the last click made by the customer, multi-touch attribution tools recognize the involvement of various touchpoints, like social media ads, organic search results, emails, and TV commercials. Each of these channels contributes to a customer’s decision-making process.
Importance of multi-touch attribution tools
The primary goal of these tools is to determine which touchpoint is most effective in contributing to a conversion. For example, if a business runs marketing campaigns across active touchpoints like ads on social media platforms like Facebook or Instagram and paid ads on search engines, MTA tools help businesses determine which of these touchpoints yield higher conversion rates and enable them to allocate their investments accordingly.
Top multi-touch attribution tools for businesses
Certain studies suggest that businesses that use advanced multi-touch attribution tools experience a significant surge in ROI, with some showing improvements as high as 30%. But, with several touchpoints and customer interactions, attributing credit to the right marketing channel can be challenging for businesses. This is why they must do the necessary research and select the right multi-touch attribution tools.
1. Attribution
This is one of the leading tools for multi-touch marketing. The tools let the users determine the marketing touchpoints better. Attribution is an excellent tool for B2C and B2B marketing tools. The company’s multi-touch attribution model enables marketers to identify how campaigns overlap and strengthen their brand’s presence across multiple platforms. After this, it utilizes the user data to understand the discovery process. With Attribution, businesses can know the ROAs (return on ad spend) and compare the ROI. Furthermore, marketers can review the channels, optimize the campaigns, and personalize the preferred models with settings. To learn about custom pricing, interested customers can request a demo.
2. Neustar
Businesses interested in offline campaigns can opt for a multi-touch attribution tool like Neustar. Its MTA software enables marketers to monitor the results of both offline and online campaigns. Neustar enables marketers to get well-acquainted with their customer journey and helps them identify the impact of omnichannel campaigns on conversions.
Using Neustar’s data, customers can optimize campaigns in real time and make the most of their budget. To know more about Neustar’s pricing, businesses can contact its support representatives to get a tailored quote based on their specific needs.
3. C3 Metrics
It is an attribution reporting tool focusing on cross-platform advertising attribution. C3 Metrics offers attribution solutions for businesses in different industries, such as financial services, e-commerce, automotive, and travel.
Their multi-touch attribution tool employs its Attribution Data Cloud to offer a single source of truth (SSOT) across direct mail, radio, TV, and digital advertising channels. This software assesses factors such as the time a campaign takes to create an impact, which brand marketing creative and messaging elements work best, and which marketing channel requires more focus.
C3 Metrics’ also offers real-time reporting across different plans. This is a great pick for enterprises and marketers looking to make strategic decisions on investment allocations.
4. LeadsRx
It is a popular multi-touch attribution platform that offers impartial insights from the collected attribution data. It also captures conversions across the entire sales funnel and gathers touchpoints across all the channels.
LeadsRX provides marketers with complete customer journey mapping. Its proprietary Universal Conversion Tracking Pixel™ captures marketing touchpoints across devices and domains, including offline broadcasting and online digital channels. Moreover, the tool offers real-time insights that help businesses optimize their return on ad spend (ROAs). This platform is ideal for mid to large agencies and enterprise marketers seeking objective insights across all campaign channels. Pricing will be available on request.
5. Dreamdata
This multi-touch attribution tool is designed for B2B companies and is a great pick for attributing the revenue to certain touchpoints. The tool can help track every touchpoint in the campaign and build the customer journey according to the captured data.
The performance feature in Dreamdata enables the customers to analyze and measure the efficiency of different revenue-generating tasks. It can help improve the return on investment, reduce waste of resources, and maximize effectiveness. The tool provides comprehensive insights into customer journeys.
Dreamdata also lets enterprises visualize interactive timelines for every account in the pipeline. It offers deep insights into the sales process. This feature helps optimize the B2B revenue strategies and enable strategic decision-making. Hence, it is the key to unlock valuable insights to drive business success. The pricing starts at $599+ per month.
6. Windsor.Ai
The platform employs machine learning to amplify attribution. The multi-touch software integrates all the marketing metrics and data and runs the attribution models. The Windsor.AI tool measures the ROI from attribution across different keywords, channels, and campaigns.
The software maps and optimizes the customer’s journey, empowering marketers to make data-driven decisions about their marketing investments. Windsor.Ai also offers the ROAs for every touchpoint. It does so by combining the customer journey data with multi-touch attribution that aligns with the cost data.
Enterprises can employ their Keyword Optimization Tool and TV Ads Performance tool to amplify the different touchpoints and channels for the unique target audience. The platform also allows customers to pull and access CRM and marketing data from any tool with one of the software’s many APIs and integrations. A free plan with limited functionalities is available, while the paid plan costs $19 per month.
