11 Jul 2022
2 min read

[New Series] Multi-Touch Attribution: Is It Really Dead?

Written by Hillary Walters
on July 11, 2022

"Tales of my death are greatly exaggerated," Mark Twain.

Multi-touch Attribution, commonly referred to as MTA, is a hot topic. If we’re honest—it’s highly contested throughout the marketing and advertising world at large. Occasionally, MTA gets a reputation for being the “elephant in the room,” and we’re on a mission to unpack that assumption and help you arrive at your own conclusions.

Over the next few weeks, we’ll be releasing a conversational and informative blog series on the truth behind MTA. Some people dream of an MTA unicorn  concept where third party cookies magically track every single online and offline marketing activity. The reality? That vision of MTA has never existed. So is that version of MTA dead? We’d counter, was it ever alive?

What Is Marketing Attribution? Everything You Need to Know

One classic take on multi-touch attribution was that you could use third party cookies to track every single marketing interaction that leads (or contributes to) a person to becoming a customer. That would be a dream, but it’s literally only a dream.

We have always known that it’s impossible for cookies to identify every touchpoint that leads to customer conversion. Missed opportunities can be anything from verbal referrals, to third-party cookies, to hard-to-track channels such as TV or radio.

Are we simply out of luck when it comes to measuring and tracking the customer journey? 

How do we tackle missed opportunities, while still coming to terms with attribution modeling, data transparency, and making better business decisions?

Let’s Chat MTA

We invite you to join us in this series of blog posts as we dive into some of the hottest topics in the world of MTA. Over the next few weeks, we’ll peel back the layers on questions like:

  • What is marketing attribution in the first place?
  • Is all of the talk around "MTA is dead" a deflection?
  • What does a realistic take on MTA look like? 
  • How does 1st and 0 party data fit into MTA?
  • How does aggregate data and modeling fit into MTA?
  • What’s the role of identity resolution in MTA?
  • Isn’t MTA just one type of measurement? Shouldn’t it be complemented with a full Swiss Army Knife of measurement methodologies? Hint…yes.

As you’ll quickly realize, there are plenty of nuanced ways to look at the topic of MTA. We’ll tackle it from every angle so that you’re not only an informed participant in the conversation, but hopefully a better marketer or advertising professional as well.

Explore More Rockerbox Resources

In the meantime, we hope you’ll take advantage of the comprehensive marketing attribution resources that Rockerbox has to offer. From blogs, to case studies, to webinars, we’re excited to share what we’ve learned with you!

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