Multi-Touch Attribution Example - Prescient AI
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November 21, 2023

Multi-Touch Attribution Example

An example of multi-touch attribution is when a consumer sees a product on a social media ad, clicks on a related email marketing link a week later, and finally makes a purchase after clicking on a retargeting ad. Multi-touch attribution would distribute credit to each of these touchpoints, highlighting their collective influence on the final decision. The credit would be distributed in different ways depending on the type of MTA model used.

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What is the AI-driven attribution model?

An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.

What type of model is machine learning?

ML is used in various applications including predictive analytics and complex decision-making but it is not a model.

What is Google’s attribution model?

Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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