Marketing touchpoints
Marketing touchpoints are recipient, individual, and or cookie-level marketing events used to evaluate the impact of marketing investments on numeric or revenue-based conversions.
You define marketing touchpoints to assist you in attribution analysis.
Manage marketing touchpoints
To see a table of the available marketing touchpoints in the Mix Modeler interface:
-
Select
-
Select Marketing touchpoint from the top bar. You see a table of the marketing touchpoints. If more pages are available, use
The table columns specify details about the marketing touchpoint:
Add a marketing touchpoint
To add a marketing touchpoint, in the
-
Select
-
In the Marketing touchpoint dialog.
-
Enter a name for Touchpoint Name, for example
Luma Touchpoint. -
Define a Touchpoint rule.
-
Select a value from Select harmonized, for example Brand.
-
Select a value for operator
-
Select a value from Select value or enter a value, for example Luma.
-
-
Select a harmonized field from Touchpoint volume, for example Impressions.
-
Select a harmonized field from Touchpoint spend, for example Cost.
-
To create the marketing touchpoint, select Create. To cancel the creation of a marketing touchpoint, select Cancel .
-
-
When created, the touchpoint is added to the marketing touchpoints table.
View details
To view details of a marketing touchpoint:
-
Select
-
Select
View report
To view a report of a marketing touchpoint:
-
Select
-
Select
- To change the granularity to report on, select a value from the Weekly dropdown menu.
- To change the period to report on, enter a start and end date or use
-
Select Close to close the dialog.
Delete a marketing touchpoint
To delete a marketing touchpoint:
- Select
- In the Delete touchpoint dialog confirmation dialog select Delete to permanently delete the marketing touchpoint.