Access to third party data is deprecating, but consumers still expect personalized moments in marketing. Those communications are dependent on first party data, where impact measurement has always been a challenge. This new release addresses just that! For users that are currently leveraging Datorama, Salesforce is releasing the new Multi-Touch Attribution App to help you maximize your efficiency by analyzing touchpoint effectiveness. This new feature is built on top of Datorama’s Data Lakes and will give you increased control over your attribution analysis while decreasing complexity. It can ingest and analyze your 1st party user-level data, regardless of size. You have the option of comparing attribution models or creating your own, thereby optimizing touchpoint effectiveness that best fits your business and customers. The app generates comprehensible reports to give you a transparent view on cross-channel optimization.
To put this new app into context, lets visit an example where a business unit wants to maximize the return from their marketing dollars for a credit card campaign. In doing so, they want to see the average time and number of events to conversion. Using the app, this is easy to do by selecting the necessary touchpoints, breakdowns, and related conversion events. With the Multi-Touch Attribution App, business units can use this data to judge the effectiveness of this campaign relative to others and adjust as needed.