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Understanding the Customer Journey with Omni Channel Attribution Modeling

Omni Channel Attribution Modeling

Omni Channel Attribution Modeling

Omnichannel attribution modeling is a methodology used in marketing to attribute and assign value to various touchpoints or interactions a customer has with a brand across multiple channels and devices. With this model, you try to understand which marketing channels contribute the most in persuading the customer to make a purchase or sign up or whatever is your desired action.

How does omnichannel attribution differ from multichannel attribution?





Multiple channels operate independently, often with separate strategies and goals.

Multiple channels work together seamlessly, providing a unified and consistent customer experience.

Customer Focus

May have channel-specific strategies, leading to potential inconsistencies in messaging.

Puts the customer at the center, ensuring a consistent, integrated, and personalized experience across all channels.

Data Integration

Channels may have isolated data, making it challenging to gain a complete view of the customer journey.

Integrates data from all channels, creating a holistic view of customer interactions and behavior.

Marketing Coordination

Marketing efforts in each channel may not be synchronized, potentially leading to disjointed campaigns.

Coordinates marketing strategies across channels, ensuring a cohesive and synchronized approach.


A retail store has a website, social media accounts, and a physical location, but these operate independently.

A retail store seamlessly integrates its website, mobile app, social media, and physical stores to provide a unified shopping experience.

What are the types of omnichannel attribution models to choose from?

Data driven model

The data-driven model proves beneficial for companies armed with extensive historical data across a wide array of digital and offline channels. This approach delves deep into the marketing mix, optimizing your budget by directing funds towards high-converting channels. It possesses the capability to dissect sub-channels, offering detailed insights. Additionally, it factors in external variables like seasonal weather fluctuations or economic trends.

Time decay model

The time-decay model allocates weight based on a channel's proximity to conversion in the customer's journey. It's customer-centric, but it tends to prioritize channels closer to conversion over those farther away.

Position Based Model

In a position-based model, equal emphasis falls on the first and last customer exposures to advertising, with less weight given to middle-of-the-journey touchpoints. While it assists in lead acquisition and conversion, it may downplay the role of other crucial channels.

Linear Attribution

Linear attribution assigns equal weight to all channels, offering simplicity but potentially overlooking variations in each channel's influence on prospects.

Full-path attribution represents a multi-touch attribution approach that distributes credit for a conversion or sale across all interaction points within a customer's journey, spanning from the initial engagement with a brand or product to the ultimate conversion.

Under this model, every touchpoint within the customer journey receives recognition for contributing to the conversion, and the total credit for the conversion amounts to 100%.

In this instance, 25% of the credit is distributed across four key stages:

- The initial touchpoint (where the customer first engaged with your brand)

- The lead generation interaction (where they transitioned into a qualified lead)

- The opportunity creation engagement (where they progressed to a sales-ready status)

- The customer close interaction (the final step where they officially became a customer)

Understanding the basic of customer journey

A customer journey represents the series of interactions a customer has with a brand while purchasing a product or service. In simpler terms, it encompasses the entire journey, starting from when the customer first discovers the brand to the point of making a purchase and beyond.

It's not just about tracking transactions; it's also about understanding how the customer perceives each interaction with the brand. In essence, it serves as a strategy to gain insights into the customer's overall experience during their buying process.

Omnichannel customer journey

Omnichannel customer journey

The omnichannel customer journey requires multiple communication channels, with a strong emphasis on creating seamless experiences across all platforms to meet each customer’s preferences. This approach allows customers to choose different ways to interact with your business. For example, let’s say your customer Marie found your social media ad and then visited your website. Then, she signed up for your newsletter, where you send relevant coupons to make her shopping experience worthwhile. Each of these steps corresponds to a different strategy, ensuring a smooth transition between them and affecting whether they ultimately make a purchase

Relying on real data to gain insight into the stages of your omnichannel customer journey and creating a visual diagram known as a customer journey map is essential.

Channel attribution should be the guiding factor

The 'marketing rule of 7' states that the average consumer journey requires seven interactions with a brand before making a purchase decision, highlighting the importance of multiple touch points. If a customer makes a purchase by clicking on one of your ads, it is highly unlikely that the ad contributed 100% into the decision making process. Different channels contribute to the customer's decision-making process, and channel attribution helps you acknowledge their roles.

Channel attribution in an omnichannel customer journey allows you to dissect and consider the contribution of each channel. By assigning credit to channels based on effectiveness, you can gain insight into which strategies are most effective for a particular goal. Research conducted by Think and Google shows that 72% of marketers believe that marketing data provides better allocation of funds. Instead of blindly increasing marketing spend hoping for better results, channel attribution allows you to optimize your budget based on a careful analysis of each channel’s contribution. 

Look into customer journey analytics to better understand the mapping

Customer Journey Analytics involves comprehending the significance of every customer interaction within your business.

Typically, the process begins with a customer journey map—a visual representation like a graph or flowchart that outlines the various stages in the customer-brand relationship.

However, customer journey analytics goes beyond mere mapping; it delves into analyzing the impact of each interaction on your customers' decision-making. Additional data is integrated to assess how these interactions steer customers toward their ultimate objectives. Using customer journey analytics allows you to keep your customers focused and address any barriers to completing their desired actions. It empowers you to enhance the overall customer experience and create customer journeys that not only guide customers to their destination but also create deeper connections within the journey itself.

Channel Analysis for Optimal Campaigns

Analyzing each marketing channel in isolation, and in terms of how it interacts with other channels, provides valuable insights that can increase the performance and effectiveness of your marketing campaigns

By examining each method individually, you will gain a deeper understanding of its unique strengths, weaknesses, and performance implications. This granular analysis allows you to see what works best in each channel, allowing you to leverage its strengths and make targeted improvements where needed

And when you understand how these paths intersect and influence each other, you open up opportunities for collaboration. For example, you may find that your social media campaigns are driving traffic to your website, and visitors are likely to convert through email marketing. Identifying these interdependencies allows you to formulate a unified and strategic approach to your marketing efforts.

FAQs - Frequently Asked Questions

What is omnichannel attribution modeling, and how does it benefit my business?

Omnichannel attribution modeling is a sophisticated analytical approach that assigns credit to all customer interactions across multiple channels and touchpoints leading up to a conversion. This method enables businesses to understand the contribution of each channel in the customer's journey, whether it be through social media, email, search engines, or offline interactions. The benefits to your business are manifold, including more efficient allocation of marketing budgets, improved customer experience, and increased ROI. By recognizing and valuing the role each channel plays, companies can optimize their marketing strategies, focus on high-performing channels, and tailor their messaging to meet customers' needs at various stages of their journey. For example, Codedesign has leveraged omnichannel attribution for clients in the hospitality and e-commerce sectors, resulting in a significant uptick in bookings and sales, respectively, by reallocating resources to the most influential channels identified through the attribution model.

How does omnichannel attribution differ from multichannel attribution in terms of customer focus and data integration?

Omnichannel attribution advances beyond multichannel attribution by not only tracking multiple channels but also integrating these channels to provide a unified, seamless customer experience. While multichannel attribution analyzes the performance of various channels independently, omnichannel attribution recognizes the interconnectedness of these channels and the importance of a cohesive customer journey. It focuses on how channels work together to influence customer behavior and conversion, rather than viewing them in isolation. This integrated approach to data analysis helps businesses understand the cumulative effect of all interactions across channels, offering deeper insights into customer preferences and behaviors. For instance, integrating data from online interactions with in-store visits can reveal insights into how digital ads influence offline purchases, enabling a more customer-focused and integrated marketing strategy.

Can you explain the types of omnichannel attribution models and how to choose the right one?

There are several types of omnichannel attribution models, each with its own method for assigning credit to different marketing channels. The main types include the last touch, first touch, linear, time decay, and algorithmic models. Choosing the right model depends on your marketing objectives, the customer journey complexity, and the level of data integration capabilities. Last touch and first touch models assign full credit to the final or initial customer interaction, respectively, and are simple but can oversimplify the contribution of other touchpoints. Linear models distribute credit equally across all touchpoints, which acknowledges every interaction but doesn’t account for their varying impact. Time decay models give more credit to interactions closer in time to the conversion, while algorithmic models, also known as data-driven models, use advanced analytics to dynamically assign credit based on the actual influence of each interaction. For businesses aiming for precision and deep insights, algorithmic models are ideal, albeit requiring sophisticated data analysis capabilities. Codedesign, for example, often recommends algorithmic models for clients with complex customer journeys and multiple touchpoints, as they provide the most accurate reflection of each channel's impact.

What is the importance of understanding the customer journey in omnichannel marketing?

Understanding the customer journey in omnichannel marketing is crucial for delivering personalized, relevant experiences at every touchpoint. It involves mapping out all the stages customers go through, from awareness to consideration, purchase, and loyalty, across various channels. This comprehensive view helps businesses identify key interactions and moments that influence decision-making. By understanding the customer journey, companies can tailor their marketing strategies to meet customers' needs and preferences at each stage, leading to increased engagement, higher conversion rates, and stronger customer loyalty. For instance, analyzing the customer journey enables businesses to pinpoint where customers drop off or what drives them to convert, allowing for targeted improvements in marketing tactics and customer experience. Codedesign has helped clients achieve substantial growth by focusing on critical touchpoints in the customer journey, optimizing each for maximum engagement and conversion.

How can channel attribution guide the optimization of marketing strategies in an omnichannel approach?

Channel attribution in an omnichannel approach provides valuable insights into the performance of each marketing channel and its role in the customer journey. By understanding how different channels contribute to conversions, businesses can make informed decisions on where to allocate their marketing budget for maximum impact. This data-driven strategy allows for the optimization of marketing efforts, focusing on channels that offer the highest ROI and refining or rethinking underperforming channels. Additionally, channel attribution highlights the synergies between different channels, enabling marketers to create more integrated and cohesive campaigns that leverage the strengths of each channel. For example, if social media drives awareness but email marketing excels in conversion, a business can strategize to use social media more effectively for top-of-the-funnel engagement while optimizing email campaigns for conversion. Through strategic channel attribution, Codedesign has helped clients fine-tune their marketing strategies, significantly improving campaign performance and overall marketing efficiency.

How do customer journey analytics contribute to a better understanding of omnichannel marketing?

Customer journey analytics delve into the data generated at every touchpoint along the customer's path to purchase, offering insights into behavior, preferences, and the effectiveness of marketing strategies across channels. This analytical approach contributes to a better understanding of omnichannel marketing by identifying patterns, pinpointing critical decision points, and uncovering opportunities for personalization and optimization. By analyzing how customers move through the journey, businesses can tailor their marketing messages and channel strategies to align with customers' needs at each stage. Furthermore, customer journey analytics can reveal gaps or friction points in the journey, enabling companies to streamline processes and improve the overall customer experience. Implementing changes based on these insights can lead to higher engagement rates, increased conversions, and stronger customer loyalty. Through the use of customer journey analytics, Codedesign has empowered clients to make data-driven decisions that enhance their omnichannel marketing efforts, resulting in more efficient and effective campaigns.

In what ways can analyzing individual marketing channels improve campaign performance in an omnichannel strategy?

Analyzing individual marketing channels within an omnichannel strategy allows businesses to assess the effectiveness of each channel, identify areas for improvement, and discover how each contributes to the overall customer journey. This analysis can lead to the optimization of channel-specific strategies, ensuring that messaging, content, and offers are tailored to the audience and context of each channel. Furthermore, by understanding the performance of individual channels, companies can better allocate their marketing budget, focusing on channels that deliver the highest ROI. Additionally, this detailed analysis helps in identifying successful tactics that could be replicated across other channels, as well as synergies between channels that can be leveraged for a more cohesive and impactful marketing strategy. For instance, insights from analyzing social media engagement can inform content strategies on email marketing, enhancing the relevance and effectiveness of communications. Codedesign's approach to optimizing campaign performance involves a deep dive into individual channel analytics, enabling clients to achieve a balanced and high-performing omnichannel strategy.

How does the omnichannel customer journey cater to modern consumer behavior and preferences?

The omnichannel customer journey is designed to cater to modern consumer behavior and preferences by providing a seamless, integrated experience across all channels, both online and offline. Today's consumers expect to interact with brands on multiple platforms, from social media and websites to physical stores, and they seek consistency and personalization at every touchpoint. Omnichannel marketing meets these expectations by ensuring that the customer journey is fluid, with each channel connected and contributing to a cohesive narrative. This approach allows consumers to pick up where they left off, regardless of the channel, enhancing convenience and satisfaction. Furthermore, by leveraging data from various touchpoints, businesses can offer personalized recommendations, promotions, and content, resonating with individual preferences and driving engagement. Catering to modern consumer behavior in this way not only improves the customer experience but also fosters loyalty and increases the likelihood of conversion. Codedesign's strategies for clients consistently emphasize the importance of a customer-centric omnichannel journey, aligning with the evolving expectations and behaviors of today's consumers.

What role does data play in the success of omnichannel attribution modeling?

Data is the cornerstone of successful omnichannel attribution modeling. It enables businesses to accurately track, analyze, and understand the impact of each marketing channel and touchpoint on customer behavior and conversions. High-quality, comprehensive data allows for the detailed mapping of the customer journey, providing insights into how different channels interact and influence each other. With advanced analytics and machine learning algorithms, companies can dissect this data to assign appropriate credit to each interaction, thereby uncovering the true value of their marketing efforts across the omnichannel landscape. This data-driven approach leads to more informed decision-making, allowing businesses to optimize their marketing strategies, allocate budgets more efficiently, and tailor customer experiences to boost engagement and conversions. In Codedesign's experience, leveraging data in omnichannel attribution modeling has been instrumental in achieving significant improvements in campaign performance and ROI for clients across various industries.

How can businesses start implementing omnichannel attribution modeling to improve their marketing efforts?

Businesses can start implementing omnichannel attribution modeling by first ensuring they have a robust data collection and integration system in place. This involves tracking interactions across all channels and touchpoints and integrating this data to provide a unified view of the customer journey. Next, selecting the appropriate attribution model that aligns with their business goals and customer journey complexity is crucial. Starting with simpler models like last touch or first touch can be a good way to begin before moving to more sophisticated, data-driven models as the business gains more data analytics capabilities. Investing in the right technology and tools, such as advanced analytics platforms and customer relationship management (CRM) systems, can facilitate effective attribution modeling. Additionally, fostering a culture of data-driven decision-making within the organization is essential for the successful adoption and implementation of omnichannel attribution modeling. Training marketing teams on the importance of data and analytics in understanding customer behavior and optimizing marketing strategies is also key. Codedesign has guided numerous clients through the process of implementing omnichannel attribution modeling, resulting in enhanced marketing strategies and improved business outcomes.

About Bruno Gavino

Bruno Gavino is the CEO and partner of Codedesign, a digital marketing agency with a strong international presence. Based in Lisbon, Portugal, with offices in Boston, Singapore, and Manchester (UK) Codedesign has been recognized as one of the top interactive agencies and eCommerce agencies. Awarded Top B2B Company in Europe and Top B2C company in retail, Codedesign aims to foster personal relationships with clients and create a positive work environment for its team.  

He emphasizes the need for digital agencies to focus on data optimization and performance to meet the increasingly results-driven demands of clients. His experience in digital marketing, combined with a unique background that includes engineering and data, contributes to his effective and multifaceted leadership style.

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About Codedesign

Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs.

Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

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