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

Greg Stuart, Joel Rubinson and Vassilis Bakopoulos

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 3, 226-238

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.

Keywords: multi touch attribution; people based marketing; measurement; attribution; ROI; data strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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