Marketing Touchpoints
Marketing Touchpoints
Marketing touchpoints are recipient, individual, and or cookie-level marketing events used to evaluate the impact of marketing investments on numeric or revenue-based conversions. Each touchpoint will have the volume and spend associated so the model can effectively calculate that touchpoint’s contribution to the conversion event. Marketing touchpoints are defined to assist in attribution analysis.
Marketing touchpoints are created with the following information:
Column name | Details |
|---|---|
Name | The name of the marketing touchpoint |
Spend Metric | The harmonized data metric to use to calculate touchpoint spend. |
Volume Metric | The harmonized data metric to use to create touchpoint volume. |
Rule | The touchpoint rule to use. |
Marketing Touchpoints Exercise
- Navigate to Harmonized datasets then select Marketing touchpoints in the Mix Modeler UI.
- Click on Add marketing touchpoint.
- For your first marketing touchpoint, let's configure a paid affiliate click. Configure the marketing touchpoint as following:
- Touchpoint name = Paid Affiliate Clicks + {Initials}
- Touchpoint Rule = Channel is Affiliate
- Touchpoint volume = Clicks
- Touchpoint spend = Spend
- Click Create.
- For your the next marketing touchpoint, let's configure a organic social impressions. Configure the marketing touchpoint as following:
- Touchpoint name = Organic Social + {Initials}
- Touchpoint Rule = Channel is Organic Social
- Touchpoint volume = Impressions
- Touchpoint spend = Select (Leave as Default, no changes needed)
Congratulations! You have completed the Marketing Touchpoints exercise.