NinthDecimal yesterday launched a multi-touch attribution (MTA) solution for foot traffic measurement. MTA is part of an update to NinthDecimal’s measurement product, Location Conversion IndexTM (LCITM).
MTA provides marketers a view of what is driving consumer conversions and the strategies that are proving most effective across their marketing budgets. According to NinthDecimal, MTA approach fractionally applies credit for visitation across every relevant customer touchpoint, further accelerating the adoption of foot traffic attribution as core to measuring marketing effectiveness.
“Marketers are abandoning traditional vanity metrics in favor of true measures of business growth,” said David Staas, President of NinthDecimal. “This shift is driving a surge in demand for measuring customer store visitation where 90% of purchases are made. By applying an MTA based approach to LCI, marketers now have the confidence to make offline attribution a boardroom KPI driving revenue and customer growth.”
NinthDecimal says the latest version of LCI enables brands to observe more visits and more customers with the audience of 110 million consumers, built on 100% SDK data.