{"id":7214,"date":"2021-10-14T06:45:00","date_gmt":"2021-10-14T06:45:00","guid":{"rendered":"https:\/\/prettylinks.com\/?p=7214"},"modified":"2021-10-13T13:44:15","modified_gmt":"2021-10-13T13:44:15","slug":"multi-channel-attribution-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/","title":{"rendered":"Atribui\u00e7\u00e3o multicanal: O que voc\u00ea precisa saber"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d2a71932b5d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d2a71932b5d\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#What_is_Multi-Channel_Attribution\" >O que \u00e9 atribui\u00e7\u00e3o multicanal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Why_is_Multi-Channel_Attribution_Important\" >Por que a atribui\u00e7\u00e3o multicanal \u00e9 importante?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Types_of_Multi-Channel_Attribution_Models\" >Tipos de modelos de atribui\u00e7\u00e3o multicanal<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Last_Adwords_Click\" >\u00daltimo clique no Adwords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Last_Non-Direct_Click\" >\u00daltimo clique n\u00e3o direto<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#First_interaction\" >Primeira intera\u00e7\u00e3o<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Linear_Attribution\" >Atribui\u00e7\u00e3o linear<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Time_decay\" >Decaimento do tempo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#Position-Based\" >Com base na posi\u00e7\u00e3o<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/prettylinks.com\/pt\/blog\/multi-channel-attribution-what-you-need-to-know\/#In_Conclusion\" >Em conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Voc\u00ea se lembra da aposta milion\u00e1ria de n\u00famero 55 entre Will Smith e BD Wong no jogo do Superbowl no filme <em>Foco<\/em>? Se voc\u00ea n\u00e3o viu o filme, Will Smith ganhou a aposta porque estava ciente do que chamamos de atribui\u00e7\u00e3o multicanal.&nbsp;<\/p>\n\n\n\n<p>Will Smith apostou seus ganhos do fim de semana inteiro que Margot Robbie seria capaz de adivinhar o n\u00famero de um jogador que BD Wong escolheu aleatoriamente. No entanto, sem que BD Wong soubesse, ele havia sido \"preparado\" para escolher o n\u00famero 55, porque o n\u00famero estava ao seu redor durante todo o fim de semana: em um p\u00f4ster no elevador, na lapela do porteiro do hotel, nas r\u00e9plicas das camisetas que os espectadores usavam antes do jogo e at\u00e9 mesmo nos cartazes que alguns manifestantes exibiam no caminho para o est\u00e1dio.&nbsp;<\/p>\n\n\n\n<p>A atribui\u00e7\u00e3o multicanal funciona da mesma forma. Quando voc\u00ea compartilha a mesma ideia por meio de diferentes canais, ela acaba se fixando na mente do seu p\u00fablico. Pode ser por meio do Google Ads, de um blog ou de um an\u00fancio em banner, <a href=\"https:\/\/www.getresponse.com\/blog\/email-marketing-for-beginners\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">marketing por e-mail<\/a>uma recomenda\u00e7\u00e3o do YouTube e muito mais.&nbsp;<\/p>\n\n\n\n<p>Com tantas fontes de tr\u00e1fego em potencial, voc\u00ea precisa saber quais canais contribuem mais para as convers\u00f5es.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_Multi-Channel_Attribution\"><\/span><strong>O que \u00e9 atribui\u00e7\u00e3o multicanal?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A atribui\u00e7\u00e3o multicanal \u00e9 quando voc\u00ea atribui valor a cada canal para ver quais deles t\u00eam o maior impacto na jornada do usu\u00e1rio. Voc\u00ea pode usar a atribui\u00e7\u00e3o multicanal para <a href=\"https:\/\/prettylinks.com\/pt\/blog\/track-visitor-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">rastrear convers\u00f5es<\/a> ou leads. O objetivo subjacente da atribui\u00e7\u00e3o multicanal \u00e9 entender quais canais seu p\u00fablico usa para se envolver com sua empresa.<\/p>\n\n\n\n<p>Um t\u00edpico <a href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-create-compelling-content-for-every-stage-of-the-buyers-journey\/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-create-compelling-content-for-every-stage-of-the-buyers-journey\" target=\"_blank\" rel=\"noreferrer noopener\">jornada do cliente<\/a> O roteiro incluir\u00e1 v\u00e1rios canais de marketing, por exemplo, publicidade gr\u00e1fica, SEO, m\u00eddia social e <a href=\"https:\/\/prettylinks.com\/go\/aweber\/\" title=\"Link de afiliado da aWeber\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">marketing por e-mail<\/a>. Voc\u00ea precisa ser capaz de monitorar como as pessoas interagem com voc\u00ea nesses v\u00e1rios canais. Um sistema de gerenciamento de clientes pode ajudar com isso. A <a href=\"https:\/\/www.nextiva.com\/products\/small-business-phone-system.html\" target=\"_blank\" rel=\"noreferrer noopener\">sistema telef\u00f4nico comercial<\/a> tamb\u00e9m pode ajud\u00e1-lo a monitorar o envolvimento do cliente por telefone ou chamada de v\u00eddeo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"600\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution.jpg\" alt=\"\" class=\"wp-image-7233\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution.jpg 1000w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution-300x180.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution-768x461.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption><a href=\"https:\/\/callgear.com\/blog\/multi-channel-attribution-how-to-track-and-measure-your-customer-journey-effectively\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Fonte da imagem<\/a><br><\/figcaption><\/figure>\n\n\n\n<p>Ter tantos canais dispon\u00edveis \u00e9 \u00f3timo para uma empresa. No entanto, tamb\u00e9m \u00e9 um problema.<\/p>\n\n\n\n<p>Voc\u00ea precisa entender o valor de cada canal para alocar seus recursos de forma eficaz. Por exemplo, se voc\u00ea sabe que os an\u00fancios pagos est\u00e3o gerando a maioria dos seus leads, talvez fa\u00e7a sentido aumentar o gasto com an\u00fancios.<\/p>\n\n\n\n<p>A atribui\u00e7\u00e3o multicanal ajuda voc\u00ea a identificar os canais mais eficazes. Ela tamb\u00e9m ajuda voc\u00ea a entender com quais canais as pessoas se envolvem ao longo da jornada do cliente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_is_Multi-Channel_Attribution_Important\"><\/span><strong>Por que a atribui\u00e7\u00e3o multicanal \u00e9 importante?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Quando voc\u00ea gasta seu dinheiro suado em marketing, voc\u00ea gostaria de saber quais canais <a href=\"https:\/\/prettylinks.com\/pt\/blog\/social-media-marketing-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">impulsionar o crescimento de seus neg\u00f3cios<\/a>. O gr\u00e1fico abaixo revela alguns dos motivos pelos quais os profissionais de marketing acham que a atribui\u00e7\u00e3o multicanal \u00e9 t\u00e3o importante:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"736\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1024x736.png\" alt=\"\" class=\"wp-image-7234\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1024x736.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-300x216.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-768x552.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1536x1104.png 1536w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><a href=\"https:\/\/info.4imprint.com\/blue-paper\/marketing-attribution\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Fonte da imagem<\/a><\/figcaption><\/figure>\n\n\n\n<p>A atribui\u00e7\u00e3o multicanal proporciona \u00e0 sua empresa uma melhor compreens\u00e3o da din\u00e2mica entre os diferentes canais. Voc\u00ea tamb\u00e9m obt\u00e9m insights sobre o comportamento do p\u00fablico, o que lhe permite tomar decis\u00f5es mais informadas sobre a aloca\u00e7\u00e3o de or\u00e7amento e o planejamento de campanhas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Types_of_Multi-Channel_Attribution_Models\"><\/span><strong>Tipos de modelos de atribui\u00e7\u00e3o multicanal<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pergunte a 10 profissionais de marketing diferentes o que eles entendem por \"atribui\u00e7\u00e3o multicanal\" e voc\u00ea provavelmente obter\u00e1 10 respostas diferentes. Quando se trata de calcular o retorno sobre o investimento (ROI) e justificar os gastos e as iniciativas de marketing, os profissionais de marketing podem escolher o modelo que melhor agrade a sua equipe.<\/p>\n\n\n\n<p>Os modelos de atribui\u00e7\u00e3o multicanal que discutiremos nesta se\u00e7\u00e3o est\u00e3o entre os mais populares entre os analistas de marketing. N\u00e3o h\u00e1 um m\u00e9todo \u00fanico e definitivo para fazer a atribui\u00e7\u00e3o multicanal - o mais eficaz ser\u00e1 o que funcionar para sua empresa.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Last_Adwords_Click\"><\/span><strong>\u00daltimo clique no Adwords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O Last Adwords Click d\u00e1 cr\u00e9dito de 100% ao \u00faltimo an\u00fancio de marketing do Google Ads, logo antes de o visitante ou lead converter ou comprar um produto. Vamos ver um exemplo de como isso pode funcionar.<\/p>\n\n\n\n<p>Voc\u00ea est\u00e1 veiculando um an\u00fancio do Google para o webinar do produto de perda de peso do cliente. Quando um visitante do site clica no an\u00fancio e compartilha suas informa\u00e7\u00f5es para se inscrever no webinar, voc\u00ea pode atribuir cr\u00e9dito total ao an\u00fancio por gerar a convers\u00e3o.<\/p>\n\n\n\n<p>Esse modelo de atribui\u00e7\u00e3o \u00e9 \u00fatil quando se procura o \u00fanico canal que resultou na a\u00e7\u00e3o desejada do usu\u00e1rio. No que diz respeito aos dados, essa abordagem \u00e9 uma das mais precisas, pois fornece uma correla\u00e7\u00e3o direta e individual entre os acionadores e as a\u00e7\u00f5es.\u00a0<\/p>\n\n\n\n<p>Como essa abordagem produz dados precisos, voc\u00ea pode converter esses dados em insights acion\u00e1veis e usar suas descobertas para projetar campanhas multicanais com mais precis\u00e3o e exatid\u00e3o. No entanto, a abordagem agregar\u00e1 mais valor \u00e0 publicidade paga.<\/p>\n\n\n\n<p>Como resultado, \u00e9 mais prov\u00e1vel que voc\u00ea veja <a href=\"https:\/\/prettylinks.com\/pt\/blog\/understand-paid-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">an\u00fancios pagos<\/a> desempenhando um papel importante na convers\u00e3o, mesmo que a pessoa tenha encontrado sua empresa pela primeira vez por meio do blog.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Last_Non-Direct_Click\"><\/span><strong>\u00daltimo clique n\u00e3o direto<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O \u00faltimo clique n\u00e3o direto pode ser um pouco confuso, portanto, vamos come\u00e7ar dividindo-o em partes pequenas.<\/p>\n\n\n\n<p>Primeiro, \"n\u00e3o-direto\" significa qualquer canal de marketing que n\u00e3o seja aquele que levou diretamente \u00e0 a\u00e7\u00e3o desejada. Segundo, \"\u00faltimo\" refere-se ao \u00faltimo canal n\u00e3o direto que o usu\u00e1rio encontrou antes de agir.<\/p>\n\n\n\n<p>O modelo de atribui\u00e7\u00e3o fornece cr\u00e9dito de 100% para o pen\u00faltimo canal que o usu\u00e1rio encontrou antes de rastrear a a\u00e7\u00e3o. Por exemplo, se o usu\u00e1rio viu uma postagem no blog sobre o produto antes de encontrar um an\u00fancio que o levou diretamente \u00e0 p\u00e1gina do produto, a postagem no blog receber\u00e1 o cr\u00e9dito de 100%.&nbsp;<\/p>\n\n\n\n<p>Voc\u00ea pode estar se perguntando por que rastrear o pen\u00faltimo ponto de contato. O Google Analytics usa esse modelo para relat\u00f3rios n\u00e3o multicanal por padr\u00e3o. Ele tamb\u00e9m pode ajud\u00e1-lo a filtrar o tr\u00e1fego de clientes que j\u00e1 converteram por meio de um canal diferente. Isso permite que voc\u00ea se concentre na \u00faltima atividade de marketing que eles encontraram antes da convers\u00e3o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"First_interaction\"><\/span><strong>Primeira intera\u00e7\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A atribui\u00e7\u00e3o da primeira intera\u00e7\u00e3o d\u00e1 cr\u00e9dito ao primeiro componente do grupo de marketing multicanal. Por exemplo, se uma pessoa encontrou sua empresa por meio do blog, seu <a href=\"https:\/\/prettylinks.com\/pt\/blog\/boost-search-engine-rankings-with-pretty-links\/\" target=\"_blank\" rel=\"noreferrer noopener\">otimiza\u00e7\u00e3o de mecanismos de busca<\/a> (SEO) receberia a atribui\u00e7\u00e3o.<\/p>\n\n\n\n<p>Esse modelo de an\u00e1lise \u00e9 \u00fatil quando voc\u00ea executa campanhas para criar uma conscientiza\u00e7\u00e3o inicial sobre a marca ou o produto. A limita\u00e7\u00e3o \u00e9 que voc\u00ea n\u00e3o rastreia as intera\u00e7\u00f5es subsequentes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_Attribution\"><\/span><strong>Atribui\u00e7\u00e3o linear<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O modelo de atribui\u00e7\u00e3o linear d\u00e1 uma participa\u00e7\u00e3o igual a cada canal de marketing na jornada do cliente. O modelo atribui a cada canal um valor igual.<\/p>\n\n\n\n<p>Por exemplo, se um cliente clicar em um an\u00fancio do Google, registrar-se na lista de e-mails da sua marca, pesquisar seus produtos no Google e comprar pelo Facebook Marketplace, o modelo dar\u00e1 25% de cr\u00e9dito a cada canal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Time_decay\"><\/span><strong>Decaimento do tempo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O modelo de decaimento de tempo funciona de forma semelhante \u00e0 atribui\u00e7\u00e3o linear. No entanto, ele recompensa os pontos de contato mais recentes com uma parcela maior do cr\u00e9dito. A maioria dos modelos de time decay tem vida \u00fatil muito curta.<\/p>\n\n\n\n<p>Se um cliente encontrasse um ponto de contato um dia antes da convers\u00e3o, esse canal receberia 50% de cr\u00e9dito. Se o mesmo cliente encontrasse um ponto de contato diferente sete dias antes da convers\u00e3o, esse canal receberia 25% do cr\u00e9dito, e assim por diante.<\/p>\n\n\n\n<p>Os modelos de decaimento de tempo s\u00e3o mais \u00fateis para medir a efic\u00e1cia de coisas como campanhas de desconto de curto prazo. Se o seu site de com\u00e9rcio eletr\u00f4nico realizar uma venda de um dia, \u00e9 mais prov\u00e1vel que voc\u00ea gere leads no pr\u00f3prio dia do que por meio de teasers de venda que voc\u00ea realiza na semana anterior \u00e0 venda.<\/p>\n\n\n\n<p>Os modelos de redu\u00e7\u00e3o de tempo podem lhe dar uma boa no\u00e7\u00e3o da jornada do cliente. Eles fornecem insights mais equilibrados do que a atribui\u00e7\u00e3o de \u00faltimo toque.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Position-Based\"><\/span><strong>Com base na posi\u00e7\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O modelo de atribui\u00e7\u00e3o multicanal baseado em posi\u00e7\u00e3o \u00e9 um h\u00edbrido dos modelos da \u00faltima intera\u00e7\u00e3o e da primeira intera\u00e7\u00e3o. Ele d\u00e1 ao primeiro ponto de contato e ao \u00faltimo canal 40% do cr\u00e9dito, enquanto atribui 20% aos pontos de contato no meio do ciclo de vida do cliente.&nbsp;<\/p>\n\n\n\n<p>Essa abordagem \u00e9 mais \u00fatil quando voc\u00ea deseja reconhecer o canal que fez com que o cliente conhecesse sua marca e levou diretamente \u00e0 convers\u00e3o.&nbsp;<\/p>\n\n\n\n<p>H\u00e1 tamb\u00e9m uma abordagem mista para os canais de marketing. O modelo de posi\u00e7\u00e3o h\u00edbrida inclui o primeiro e o \u00faltimo pontos de contato de intera\u00e7\u00e3o, dando a eles uma participa\u00e7\u00e3o igual no 40%.<\/p>\n\n\n\n<p>O cr\u00e9dito restante de 20% vai para todos os outros canais usados entre a primeira e a \u00faltima intera\u00e7\u00e3o. Esse modelo \u00e9 adequado quando voc\u00ea d\u00e1 cr\u00e9dito igual aos pontos de contato que apresentaram o cliente \u00e0 marca e levaram \u00e0 convers\u00e3o.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span><strong>Em conclus\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Como profissionais de marketing, estamos utilizando um n\u00famero cada vez maior de canais para interagir com nosso p\u00fablico e, por fim, preencher o pipeline de vendas. A atribui\u00e7\u00e3o multicanal ajuda as equipes de marketing a entender quais canais est\u00e3o usando para ajudar a desenvolver um lead de cliente potencial a cliente.<\/p>\n\n\n\n<p>Usando esses modelos de atribui\u00e7\u00e3o multicanal, voc\u00ea pode saber mais sobre os canais que funcionam e os que n\u00e3o funcionam. Voc\u00ea tamb\u00e9m pode descobrir os acionadores e os fatores que geram convers\u00f5es.&nbsp;<\/p>\n\n\n\n<p>Quando voc\u00ea realiza a atribui\u00e7\u00e3o multicanal, pode aprimorar suas campanhas de marketing e entender melhor seus clientes, o que leva a um melhor ROI e a uma maior satisfa\u00e7\u00e3o do cliente.<\/p>\n\n\n\n<p><strong>Se voc\u00ea gostou deste artigo, n\u00e3o deixe de nos seguir em<\/strong><a href=\"https:\/\/www.facebook.com\/prettylink\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Facebook<\/strong><\/a><strong>,<\/strong><a href=\"https:\/\/twitter.com\/prettylink?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Twitter<\/strong><\/a><strong>e<\/strong><a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> LinkedIn<\/strong><\/a><strong>! E n\u00e3o se esque\u00e7a de assinar nosso boletim informativo.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Voc\u00ea se lembra da aposta milion\u00e1ria de n\u00famero 55 entre Will Smith e BD Wong no jogo do Superbowl no filme Focus? Se voc\u00ea n\u00e3o viu o filme, Will Smith ganhou a aposta porque estava ciente do que chamamos de atribui\u00e7\u00e3o multicanal.  Will Smith apostou seus ganhos do fim de semana inteiro que Margot Robbie seria...<\/p>","protected":false},"author":1,"featured_media":7216,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[51,11],"tags":[482,21,54,192,481],"class_list":["post-7214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-marketing","tag-advertising","tag-branding","tag-marketing","tag-marketing-strategies","tag-multi-channel-models"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Multi-channel attribution is when you share the same idea through different channels, eventually latching to your audience\u2019s mind. 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