3 Effective Strategies for Startups to Master People-Based Attribution

As the role of startup founders continues to evolve and drive business growth, data literacy has become essential for demonstrating value to investors and leadership teams. In today's challenging economic climate—and given the high stakes of running a startup—it is crucial for founders to approach business measurement with the?right data attribution?to optimize performance and contribute to overall revenue and growth goals.

What is people-based attribution?

The rise of advanced multi-touch attribution cross-platform technology, such as that from AppsFlyer, has created a unique opportunity for businesses to move toward a vision of truly holistic, people-based attribution with a single, deduplicated persona for each human customer.

People-based attribution has emerged as a crucial tool for measuring marketing results. This enables marketers to understand the individual customer journey and the impact of specific marketing efforts on each customer.

Unlike traditional channel-based attribution, which assigns credit to a particular marketing channel based on the last touchpoint with which the customer interacted before making a purchase, people-based attribution looks at the entire customer journey to assign credit to each marketing effort based on each touchpoint's influence on customer's behavior.

How can startups implement a people-based or multi-touch attribution solution?

I recommend three strategies for startups seeking to build a strong people-based or multi-touch attribution initiative.

1. Develop a detailed customer journey map

Developing a detailed customer journey map is a significant component of any such initiative. By analyzing how customers engage with your product at every touchpoint, you can better understand how these interactions influence their behavior. By assigning a different value to each touchpoint based on its impact on customer behavior, you can make better-informed decisions about your marketing strategy, optimize your campaigns, and improve the overall customer experience.

At Tynker, we use customer journey maps to identify golden engagement opportunities for optimizing new customer onboarding experiences and improving customer retention.

2. Use advanced analytics tools

It's crucial to use advanced analytics tools to accurately track the impact of different touchpoints on customer behavior. By leveraging machine learning algorithms and other cutting-edge technologies, you can analyze vast amounts of data and identify patterns in customer behavior that may not be immediately apparent. This information can be used to create a more accurate attribution model that considers all the factors influencing customer behavior, enabling you to allocate your marketing resources more effectively.

3. Leverage a unified data platform

To accurately track the impact of different touchpoints, it's crucial to have a unified data platform that can collect data from multiple sources. A strong platform should be able to track data from all the channels and devices customers use to interact with your product. A unified data platform can create a more accurate attribution model that considers all the factors influencing customer behavior.

For example, suppose a customer interacts with your product on their laptop, revisits the product on their smartphone, and finally makes a purchase on their tablet. In that case, a unified data platform would consider all the factors influencing the customer's behavior across different devices and channels.

Are you a founder seeking to implement an effective people-based or multi-touch attribution solution?

To truly understand how customers interact with your product across every touchpoint, developing a detailed customer journey map is essential. By using advanced analytics tools, adopting a people-based approach, and leveraging a unified data platform, you can create a more accurate attribution model that captures all the factors influencing customer behavior. This will help you optimize your marketing efforts and drive growth more effectively.

Share your thoughts on the impact of people-based attribution on startup growth in the comments below! ??