What Is Position-Based Attribution Model in Digital Marketing?
Position-Based Attribution Model is a marketing attribution model that assigns credit to specific touchpoints in a customer’s journey based on their position in the funnel.
In this model, 40% of the credit is given to the first touchpoint, 40% to the last, and the remaining 20% is distributed evenly among the other touchpoints.
Why Does Position-Based Attribution Model Matter?
It is critical to understand which channels and touchpoints drive conversions and revenue. With the rise of digital marketing, the customer journey has become more complex and fragmented.
Customers now interact with brands across multiple channels and devices, making it challenging for marketers to track and measure their impact accurately.
Position-Based Attribution Model helps marketers understand how each touchpoint contributes to a customer’s conversion decision.
By assigning credit based on the touchpoint’s position in the funnel, marketers can get a more accurate picture of which touchpoints are most critical for driving conversions.
For example, suppose a customer first interacts with a brand through a Facebook ad, then clicks on a Google AdWords ad, and finally makes a purchase after receiving an email.
In that case, Position-Based Attribution Model would assign 40% credit to the Facebook ad, 20% to the Google AdWords ad, 20% to the email, and 20% split evenly among the other touchpoints.
How Can Marketers Make the Most of Position-Based Attribution Model?
Marketers must ensure they accurately track and measure all touchpoints in a customer’s journey to make the most of Position-Based Attribution Model. This requires a robust analytics system that can capture data from multiple sources and devices.
Once the data is in place, marketers can use Position-Based Attribution Model to identify which touchpoints are most valuable for driving conversions.
For example, suppose the model shows that first-touch channels like social media ads drive a significant percentage of conversions. In that case, marketers can allocate more budget towards those channels to increase their impact.
It can also help marketers identify areas for improvement in their marketing funnel. For example, suppose the model shows that many customers drop off after the first touchpoint. In that case, marketers can focus on optimizing their landing pages and lead capture forms to improve the conversion rate.
Overall Position-Based Attribution model is a valuable tool for understanding the role of each touchpoint in a customer’s journey.
By assigning credit based on the touchpoint’s position in the funnel, marketers can get a more accurate picture of which touchpoints are most critical for driving conversions and optimize their marketing strategy accordingly.