In the US alone, individual consumers are exposed to 5,000 paid ads per week totaling 260,000 per year. Marketing Evolution tracks every touchpoint delivered to every consumer and categorizes over one million distinct touchpoint types for better multi-touch attribution optimization, covering a total of 83.2 trillion data points.
Some touchpoints can be directly mapped to individual people, known as deterministic matching. Other touchpoints are tracked by collective media companies based on a sample of people that have a deterministic match. This sample of people is projected to the total population. Known as probabilistic matching, marketers can leverage this technique to bolster their multi-touch attribution.
This paper addresses three topics:
- Purpose of matching consumers to touchpoints
- Proprietary techniques used for probabilistic matching
- Accuracy and implications of inaccuracy
Download this free whitepaper to learn more about the importance of multi-touch attribution and its best practices.
