How can I apply STA and MTA in different touchpoints in email campaigns?
I was assigned to optimize a marketing campaign related to email by using single-touch attribution and multi-touch attribution. How can I apply these attributes for measuring the effectiveness of various touchpoints in this particular email campaign?
For optimizing an email marketing campaign by using single-touch attribution (STA) and multi-touch attribution (MTA) you should utilize STA to provide success to the first and even last touch points of the email campaign. This particular approach will help you identify the entry and even conversation points.
On the other hand, multi-touch attribution (MTA) would definitely provide a more effective understanding by looking at all touchpoints in the journey of the customers. You can also use various and wide ranges of tools such as open rates, click-through rates, and conversion rates to analyze the metrics of the data.
Therefore, applying a balanced approach between single-touch attribution and multi-touch attribution will ensure a comprehensive view of the effectiveness of the whole email campaign for you. This will allow you to gain informed information so that you can also make informed decisions in the context of better allocation of resources and optimization.