What is multi-touch attribution in SAP CEC-MKT-CAT - Customer Attribution?

SAP Term: multi-touch attribution

• Component: CEC-MKT-CAT

• Component Name: Customer Attribution

• Description: A method for calculating credit for a conversion or sales transaction. Multi-touch attribution uses data-driven algorithms to assign a fractional value to each touchpoint prior to the conversion.

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• Key Concepts: 
  Multi-touch attribution is a marketing analytics technique used to measure the effectiveness of different marketing channels and campaigns in driving customer conversions. It is a component of the SAP Customer Experience (CEC) Marketing Cloud (MKT) Customer Attribution (CAT) solution. 
  
  How to use it: 
  Multi-touch attribution allows marketers to track and analyze customer interactions across multiple channels and campaigns. This data can be used to identify which channels are most effective in driving conversions, as well as which channels are underperforming. The data can also be used to optimize marketing strategies and campaigns for maximum effectiveness. 
  
  Tips & Tricks: 
  When using multi-touch attribution, it is important to ensure that all customer interactions are tracked and analyzed accurately. This includes tracking interactions across all channels, including email, social media, search engine optimization (SEO), and more. Additionally, it is important to ensure that the data is analyzed in a timely manner so that marketers can make informed decisions about their marketing strategies. 
  
  Related Information: 
  The SAP Customer Experience (CEC) Marketing Cloud (MKT) Customer Attribution (CAT) solution also includes other features such as predictive analytics, customer segmentation, and campaign optimization. Additionally, SAP offers a range of other solutions for marketers, including digital marketing automation, customer experience management, and more.