Set Up the Multi-Touch Attribution App

The Multi-Touch Attribution app provides an analysis of first-party marketing touchpoint data. Setting up the app involves ingesting first-party user-level data into the Granular Data Center and defining touchpoints, conversions, and attribution models. The fields that appear during setup are derived from Granular Data Centers. Changes to data must be done in the Granular Data Center.

1. Install the Multi-Touch Attribution app.
   1. In Marketing Cloud Intelligence, on the Marketplace tab, select Apps.
   2. Select the app, and click Get it Now.
      If the Granular Data Center isn’t enabled in your workspace, you can’t install this app. Contact a Marketing Cloud Intelligence representative for more information.
2. Define marketing touchpoints. A marketing touchpoint is the method used to reach an audience, for example, email or SMS. Define at least two touchpoints.
   1. Enter the touchpoint name, for example, Email.
   2. Select the Granular Data Center table that contains the email events for the touchpoint. For example, email_touchpoint_table.
   3. Select the column name that represents the user ID, for example, user_ID.
   4. Select the column name that represents the time and date that the event occurred, for example, timestamp.
   5. Click Save Touchpoint. The touchpoint appears on the left side under Marketing Touchpoints.
   6. Define the next touchpoint using the same steps.
   7. When done, click Next.
3. Add breakdowns. Use a breakdown to segment data to provide broader insights. For example, break down by campaign or device. (This step is optional but highly recommended. If you don’t define breakdowns, some widgets remain blank on your pre-built dashboard.) To skip this step, click Skip.
   1. Click Create New Breakdown.
   2. Select the type.
   3. Select the value for each touchpoint.
   4. Click Next.
4. Define conversions. A conversion is the outcome of the touchpoint that you’re trying to optimize. You can add multiple conversion events in one app instance. For example, the user signed up for your community or an item was purchased.
   1. Enter the name of conversion, for example, purchase.
   2. Select the Granular Data Center table you want to connect to, for example, conversions_table.
   3. Select the column name from the selected table that represents the user ID, for example, user_ID.
   4. Select the column name that represents the date for the conversion, for example, purchase_date.
   5. (Optional) If the conversion can be represented by revenue, enter a Key Performance Indicator for the conversion. If you’re not looking for insights of revenue, you don’t have to define a KPI. For example, you only want to expand your end-user numbers even if no purchases are made.
   6. Click Save Event. To add another conversion event, repeat the above steps. The conversion appears on the left side under Conversion Events.
   7. Click Next.
5. Add attribution models.
   An attribution model is a set of rules that determines how credits are assigned to touchpoints in a conversion path. Depending on the model, weights are assigned to the various events in the path. For example, this path: first Email, second SMS, and third Display. Four attribution models are available. You can also create a custom model to meet specific business needs.

   First Touch	Gives 100% credit to the first touchpoint seen in the attribution lookback window.
   Last Touch	Gives 100% credit to the touchpoint occurring most recently before conversion.
   Linear Touch	Gives equal credit to every touchpoint seen leading up to a conversion.
   Time Decay	Goes according to an exponential decay with a custom half-life parameter. The default is 7 days. The weight of each channel depends on the amount of time that passed between the touchpoint initiation and the eventual conversion.

   1. Select the attribution models. A dashboard page is created for each attribution model that you choose.
   2. To determine the number of days from when a conversion occurred to count the marketing event, modify the Lookback Window. For example, you want to only include marketing events (such as emails) that were sent a maximum of 30 days before the conversion occurred.
6. To complete the installation, click Install.