Huh? What is multi-channel, multi-device attribution?

Not too long ago people saw an ad on late night TV and called to buy. Or people saw a newspaper ad and called to place an order. It’s not as easy nowadays.

Nowadays – and definitely more so into the future – we make our decisions across devices and channels. According to Google a whopping 98% of us move across devices on the same day.

E.g.

We surf on our smartphone see an interesting website. The next day we check that company out on Facebook. Then we might pop on over to YouTube to watch a few of their videos before bed that night. Then, we hop onto our PC to buy.

Every step leading up to the purchase played a role in the decision. If the company didn’t have a YouTube account or were not active on Facebook they probably would have missed the sale. This means all the other media that led to the sale have value and included in a marketing mix.