Multi-Touch Attribution Methodology

or why our methodology is the One Methodology to Rule Them All
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The Datalicious multi-touch attribution approach uses semi-partial methodology to compare converting and non-converting paths in order to assign custom conversion credits to every campaign touch point along the purchase path depending on its relative importance in driving conversions.

semi partial methodology
 

Simply speaking, channels that appear more often in converting paths than to no-converting paths receive a higher weight, which in turn allows them to claim more conversion credits and thus revenue.

The higher revenue attributed to these channels then allows them to better offset the costs associated with the channel leading to a higher return on adverting spend (ROAS).