As we get further into 2019, Marketing Executives are trying to better understand their buyers’ journey and which marketing channels are contributing sales. They are trying to determine where and how to spend their marketing dollars in a way that drives the highest possible ROI, the most well defined cross channel transactions, and where their new customer acquisitions are really coming from.
In an effort to provide more clarity around what attribution strategies Marketing Executives should be looking at, I spoke with attribution expert, Anthony Clements, about what attribution really is, and how companies should be thinking about investing in it this year.
What is the difference between multi-channel and omni-channel attribution?
It’s worth saying from the outset that these two phrases are used quite interchangeably in many aspects of digital marketing, which often creates a bit of confusion for marketers. The real difference between multi-channel and omni-channel from an attribution perspective is in the outcomes.
Multi-channel attribution seeks to measure how effective an individual marketing channel is at driving a conversion. By definition it’s conversion orientated, and helps marketers understand how important each channel is at getting customers to buy their products or services. It does this either by algorithmic or ‘place-in-the-chain’ models. Multi-channel attribution thinks more in terms of marketing channels like Display, Search, Affiliate etc than it does about the customer.
Omni-channel attribution seeks to measure how customer’s engage with a business, including different types of marketing, platforms like desktop or mobile, and will also generally look