# Multi-Touch Attribution Analytics

## Know What's Working. Cut What's Not.

Express Analytics' Multi-Touch Attribution (MTA) solution provides comprehensive visibility into how each marketing touchpoint contributes to conversions. Our advanced attribution models help you understand the true impact of your marketing efforts across all channels, enabling data-driven decisions that maximize ROI and optimize customer journeys.

Core Capabilities

## Know what's working.  Cut what's not.

### Channel Mapping

#### Connect Every Touchpoint

Visualize and align all marketing channels—organic, paid, direct, and offline—within one unified view to better understand influence across the funnel. See how each touchpoint contributes to conversions.

- Complete visibility across all marketing channels. Unified attribution view.

### Channel Network

🔍  Paid Search  Connections:3  
📱  Social Media  Connections:4  
✉️  Email  Connections:2  
🎯  Direct  Connections:1  
🌿  Organic  Connections:3

### Rule-Based & Algorithmic Models

#### Customize Attribution Your Way

Choose between first-touch, last-touch, linear, time-decay, U-shaped, or data-driven models tailored to your business needs. Our flexible attribution engine adapts to your unique customer journey.

- Multiple attribution models (first-touch, last-touch, linear, time-decay, U-shaped)
- Data-driven algorithmic models
- Customizable weighting rules

### Attribution Models

- First-Touch 15%  
- Last-Touch 35%  
- Linear 25%  
- Time-Decay 20%  
- Data-Driven 5%

### Journey Analytics

#### See the Full Funnel

Analyze how customers interact across multiple sessions and platforms to optimize the customer journey. Identify bottlenecks, high-performing paths, and opportunities for improvement.

- Complete customer journey visibility. Optimize conversion paths.

### Customer Journey

- Awareness:  Organic, Social  
- Consideration: Email, Paid  
- Purchase: Direct, CRM

## MTA Process

### Track channel performance across all touchpoints.

Four connected stages that transform raw marketing data into attribution intelligence and budget optimization.

1. **Ingest Touchpoints**  
   - **Data Collection**
   - Ingest touchpoint data from web, mobile, CRM, email, ads, and offline sources into a unified data layer.
   - **Data Sources**:  
     - Web Analytics 85%  
     - CRM Data 72%  
     - Ad Platforms 68%  
     - Email 91%

2. **Map User Paths**  
   - **Channel Identification**
   - Recognize user paths and attribute activity to known channels across all touchpoints.
   - **Channel Mapping**: 50+ Channels

3. **Apply Models**  
   - **Attribution Modeling**
   - Apply rule-based or algorithmic multi-touch attribution models to calculate credit distribution.  
   - **Model Types**:  
     - Rule-Based -167%  
     - Algorithmic -112%

4. **Real-Time Insights**  
   - **Reporting & Visualization**
   - Display outcomes on customizable dashboards for analysis and data-driven decision making.  
   - **Reporting Features**:  
     - 📊 Dashboards 24  
     - 📈 Reports 156  
     - ⚡ Real-Time 24/7

## Advanced Features

### Six advanced capabilities for comprehensive attribution.

Go beyond basic attribution with our suite of specialized tools designed for multi-channel marketing intelligence.

### Business Impact

## Six ways MTA drives marketing ROI.

- Better ROI Insights
- Smarter Budget Allocation
- Optimized Customer Journey
- Cross-Team Collaboration
- Real-Time Decision Making
- Scalable for B2B

## Who Benefits

- CMOs & Marketing Directors
- B2B Marketing Teams
- Performance & Growth Marketers
- Agencies & Consultants
- Analytics & Data Teams
- Finance Teams

## Optimize Your Spend

Discover which marketing channels drive your conversions with multi-touch attribution analytics that reveal the true impact of every touchpoint.