DocumentationMix ModelerMix Modeler Guide

Marketing touchpoints

Last update: Thu Jul 11 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

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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:

  1. Select DataSearch Harmonized data from the left rail.

  2. Select Marketing touchpoint from the top bar. You see a table of the marketing touchpoints. If more pages are available, use Arrow left or Arrow Right at Page x of x to move between pages of the table.

The table columns specify details about the marketing touchpoint:

Column name
Details
Name
The name of the marketing touchpoint.
Spend metric
The harmonized data metric to use to calculate touchpoint spend.
Volume metric
The harmonized data metric to use to calculate touchpoint volume.
Rule
The touchpoint rule to use.
Created
Date and time of the creation of the marketing touchpoint.
Last modified
Date and time of the last modification of the marketing touchpoint.

Add a marketing touchpoint

To add a marketing touchpoint, in the DataSearch Harmonized data > Marketing touchpoint interface in Mix Modeler:

  1. Select Add Add marketing touchpoint.

  2. In the Marketing touchpoint dialog.

    1. Enter a name for Touchpoint Name, for example Luma Touchpoint.

    2. Define a Touchpoint rule.

      1. Select a value from Select harmonized, for example Brand.

      2. Select a value for operator Chevron , for example is.

      3. Select a value from Select value or enter a value, for example Luma.

    3. Select a harmonized field from Touchpoint volume, for example Impressions.

    4. Select a harmonized field from Touchpoint spend, for example Cost.

      Marketing touchpoint

    5. To create the marketing touchpoint, select Create. To cancel the creation of a marketing touchpoint, select Cancel .

  3. When created, the touchpoint is added to the marketing touchpoints table.

View a marketing touchpoint

To view a marketing touchpoint:

  1. Select More when hovering over a marketing touchpoint name in the table.

  2. Select View View. A dialog shows details of the marketing touchpoint. See Add a marketing touchpoint for more information. Select Cancel to close the dialog.

Delete a marketing touchpoint

To delete a marketing touchpoint:

  1. Select Delete Delete when hovering over a marketing touchpoint name in the table.
  2. In the Delete touchpoint dialog confirmation dialog select Delete to permanently delete the marketing touchpoint.
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