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Marketing & Sales Performance Blog

Read insights to inform your marketing and sales performance measurement plans.

Benefits and Limitations of Multitouch Attribution

March 16, 2021


Sophisticated multichannel marketing campaigns often comprise complex customer journeys—sometimes with dozens of different customer interactions across different devices at different times and using different messages and marketing tactics. While marketing analysts often measure the sales lift and ROI of such marketing campaigns in their entirety, multitouch attribution attempts to quantify the contributions of each individual component of the campaign. As multichannel marketing becomes increasingly important in an ever more complex marketing ecosystem, pharmaceutical companies are turning to multitouch attribution models to give them a more nuanced understanding of how to allocate their marketing budgets.