What Does Multi-Touch Attribution Mean? - Prescient AI
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October 31, 2023

What Does Multi-Touch Attribution Mean?

Multi-touch attribution means assigning value to all the touchpoints a customer encounters on their path to conversion. Unlike single-touch models, it recognizes that multiple interactions across different channels contribute to the final decision, offering a more holistic view of the marketing impact. Based on the rules of the model, MTA attribution may assign most credit to one or several touchpoints or distribute it evenly across all of them.

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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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