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

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Marketing, Kish International Campus, University of Tehran, Kish, Iran.

2 Associate Prof., Department of Marketing, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

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.

Keywords

Main Subjects

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Journal of Information Technology Management
Volume 17, Issue 3
2025
Pages 89-116

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