Attribution (marketing)

Share This
« Back to Glossary Index

Marketing Attribution is a principle in marketing that helps businesses understand the impact of their advertising[3] efforts. It’s based on a psychological theory and has evolved significantly with the rise of digital advertising. Using data from digital channels like search, display, and email marketing[1], it quantifies the influence of each ad impression on consumer[4] decisions. This aids in optimizing media spend for conversions, comparing different marketing channels, and understanding conversion paths across the marketing mix[2]. Various attribution models have been developed due to digital growth, including single source, fractional, and algorithmic models. These models help in planning future ad campaigns, analyzing past performance, and making data-driven decisions. However, they also face challenges such as accuracy and changes in data privacy[5] laws.

Terms definitions
1. email marketing. Email marketing is a digital marketing strategy that leverages email to promote products or services, build customer loyalty, trust, or brand awareness. It encompasses sending direct promotional emails to generate new customers or persuade current customers to make a purchase, and sending transactional emails after a customer's action with a company to facilitate or confirm a commercial transaction. Despite challenges like email deliverability and compliance with spam laws, it remains a cost-effective and efficient marketing strategy with high open rates and detailed analytics for campaign performance. It's also subject to various legal regulations, like the CAN-SPAM Act in the United States and GDPR in the European Union, to protect consumers from spam and uphold privacy rights. Email marketing is considered faster, more affordable, and more efficient than traditional mail marketing, with tools for automation and customer behavior analysis.
2. marketing mix. The marketing mix is a strategic tool used by companies to effectively market and sell their products and services. Developed in the late 1940s and popularized in the 1960s, it includes the four original elements, or '4 Ps': Product, Price, Place, and Promotion. Products are the goods or services offered by the company, while price is the amount customers are expected to pay. Place relates to how the product is distributed and accessed by customers, and promotion involves communicating the value of the product to potential customers. The marketing mix has evolved to include three additional components for services: people, process, and physical evidence, known as the extended mix. This strategy is crucial for a company's success as it helps leverage strengths, mitigate weaknesses, and enhance competitiveness. It also aids in achieving marketing objectives through internal collaboration and alignment. The marketing mix is adaptable and can be optimized for various industries and digital marketing efforts.

At marketing, attribution, also known as multi-touch attribution, is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.

« Back to Glossary Index
en_USEN
Scroll to Top