Using Multitouch Attribution As An Input To Tactic Mix Planning

Effective tactic mix planning requires clear insight into how efficiently potential tactics can achieve a demand program’s objective for a defined target audience. Multitouch attribution can be powerful for identifying top-performing tactics to model, but most common attribution use cases in B2B marketing fall short of the insights needed to truly optimize a demand program tactic mix. The output from these models is also prone to misuse because of the temptation to treat it as each tactic’s return value. In this report, we provide a method for adapting the multitouch attribution process by creating multiple models focused on individual program objectives and targeted attribution for specific audiences.