Exploring Overlooked Features of Online Touchpoints in Multitouch Attribution Models: A Qualitative Study

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Zaare Nahandi Roya; Khanlari Amir

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Journal Paper

Paper Information

Journal: Journal of Information Technology Management Year:2025 | Volume:17 | Issue:3 Page(s): 89-116

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Information Journal Paper

Title

Exploring Overlooked Features of Online Touchpoints in Multitouch Attribution Models: A Qualitative Study

Author(s)

Zaare Nahandi Roya | Khanlari Amir | Issue Writer Certificate

Keywords

Online touchpoints

Multitouch attribution models

Digital Marketing

Online customer journey

Abstract

The challenge of allocating marketing budgets across multiple online channels is a significant issue for practitioners and continues to be a compelling area of research within the academic community. Many practitioners attribute credit to touchpoints in analyzing online users’ journeys based on intuition or by comparing existing models. Touchpoints are the interaction moments between companies and customers. Marketers monitor all data related to touchpoints throughout the customer journey and attempt to assess the impact of each advertising channel. Understanding each touchpoint is crucial for making decisions about budget allocations and setting inventory prices. Numerous studies have been conducted to categorize and analyze touchpoints. However, a detailed and comprehensive study on this topic is lacking. In this study, nine semi-structured interviews were conducted with experts and academics in the field, leading to the identification of 35 distinct touchpoint features. The features were extracted using MAXQDA software and a thematic analysis methodology. These features have been organized into five main categories: Time (9 features), Technology (6 features), Marketing (7 features), Visits (7 features), and Events (6 features). Utilizing these features allows for detailed monitoring of online user behavior, and by integrating them into attribution models, it becomes possible to make accurate predictions about conversions.

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