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The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)

Author

Listed:
  • Stuart, Greg
  • Rubinson, Joel
  • Bakopoulos, Vassilis

Abstract

People-based marketing has been the holy grail of marketing for decades and is finally becoming a reality. However, this evolution in the marketing ecosystem has also brought additional complexity and the need for a new measurement approach to help marketers assess the productivity of their marketing investment. By summarising some of the key learnings from multiple research initiatives conducted by the Mobile Marketing Association over the last four years, this paper presents the case and benefits of multi-touch attribution (MTA), and discusses important challenges that marketers must overcome in order to successfully apply MTA in their organisations.

Suggested Citation

  • Stuart, Greg & Rubinson, Joel & Bakopoulos, Vassilis, 2017. "The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(3), pages 226-238, August.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:3:p:226-238
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    More about this item

    Keywords

    multi touch attribution; people based marketing; measurement; attribution; ROI; data strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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