Multi Touch Attribution Market to Witness an Outstanding Growth by 2025

The American Marketing Association has defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." A huge part of it is understanding which marketing campaigns will be the most effective – not only does this inform a company where it should focus its limited resources to both acquire new customers and retain existing ones, but also plan for and anticipate future growth. For most of the 20th century, marketing lacked the measurement tools that allowed campaign managers to effectively calculate ROI. In the 21st century, digital marketing is all data driven and many tools have the impression and conversion costs inbuilt, making it easier to determine ROI.

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We live in a multi-device world today which requires a multi-pronged marketing attack strategy. Some of the attribution models used by campaign managers are last touch attribution, first touch attribution, and multi-touch attribution. The Multi-touch Attribution Market has tools which determine the worth of every customer touch point leading to a conversion. This helps understand the marketing campaign or channel that was most effective and worth allocating funds to for future customer generation. It is a set of rules giving “weight” to different marketing mediums. It can also be considered a mathematical equation where one side has the customer touch point as cost, and the other has the conversion value. The models primarily referred to in the Multi-touch Attribution Market are the linear model, time-decay model and custom model.

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The research report presents a comprehensive assessment of the market and contains thoughtful insights, facts, historical data, and statistically supported and industry-validated market data. It also contains projections using a suitable set of assumptions and methodologies. The research report provides analysis and information according to market segments such as geographies, types and applications.

The report is a compilation of first-hand information, qualitative and quantitative assessment by industry analysts, inputs from industry experts and industry participants across the value chain. The report provides in-depth analysis of parent market trends, macro-economic indicators and governing factors along with market attractiveness as per segments. The report also maps the qualitative impact of various market factors on market segments and geographies.

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