Kapost Marketing Definitions: What is First-Last Touch Attribution
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First and last touch attribution is a lead scoring technique.
It applies a greater weight or ‰ŰĎscore‰Űť
to assets that a lead interacts with at the beginning or end of their journey.
The concept is the first piece compels the buyer to engage further with your brand, and the last touch compels them to purchase. With attribution modeling marketers gain insight as to which content is moving the needle.
For more definitions like these, check out our series:
• Content Marketing Definitions