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:

1. Select 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 or at Page x of x to move between pages of the table.

The table columns specify details about the marketing touchpoint:

Add a marketing touchpoint

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

1. Select 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 , 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.

      

   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 details

To view details of a marketing touchpoint:

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

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

View report

To view a report of a marketing touchpoint:

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

2. Select View report. A dialog shows a report of the marketing touchpoint.

   

   • 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 to define a period in the calendar popup.

3. Select Close to close the dialog.

Delete a marketing touchpoint

To delete a marketing touchpoint:

1. Select 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.