From the course: Content Marketing: ROI
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Campaign attribution models to consider
From the course: Content Marketing: ROI
Campaign attribution models to consider
- [Instructor] So a customer engaged with multiple pieces of your content before deciding to purchase. Which content drove their purchase decision? Well, your answer to this depends on the attribution model you choose to use. Attribution models are used to determine the influence of different content and driving conversion. They let you evaluate the content a customer engaged with along the buyer's journey and assign credit to the content that drove them to conversion. From here, you can decide what content is and isn't driving results. There are four attribution models you can use, and depending on your goals and objectives, one may work better than another. The first touch attribution model assigns credit conversion to the content your customer interacts with first regardless of any other content they engage with later. This approach is based on the assumption that the conversion wouldn't be possible without the…
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