A touchpoint is an individual interaction between a customer and a brand through a marketing channel. Customers may encounter multiple touchpoints before purchasing or signing up; these interactions can also contribute to first-party data. section 7.7.4 section 1.3.2
Multichannel analysis uses touchpoints to understand channel contributions:
- Multi-touch attribution distributes conversion credit across interactions, using approaches such as linear, time-decay, or position-based attribution. section 7.7.4
- Media mix modeling relates historical marketing spend across channels to sales outcomes, supporting high-level budget decisions. section 7.7.4
A sequence of touchpoints
A customer clicks a personalized email and later sees a targeted social ad. If this sequence converts at twice the rate of a single touchpoint, it can inform investment decisions, but does not by itself prove causation. section 7.7.4
