WTF is Multi-Touch Attribution?!

Multi-channel attribution, unlike single-channel or platform-specific analytics, provides a holistic view of your customer's journey, tracing the path across multiple touchpoints and platforms before a conversion occurs. This method acknowledges that in today's digital ecosystem, consumers interact with a brand through social media ads, search engine marketing, email campaigns, direct visits, and more—before making a purchase decision.

As the ecommerce industry evolves and the complexity of online marketing expands, a new metric has emerged as a leading indicator of brand success: Marketing Efficiency Ratio (MER). For ecommerce brands navigating the high-stakes terrain of digital advertising, understanding MER has never been more important. 

Maximizing Customer Lifetime Value (CLV) is a pivotal strategy for ecommerce brands aiming to thrive and sustain growth, but tracking and maximizing it can be difficult. Klaviyo has emerged as a transformative tool in maximizing customer lifetime value through email and SMS marketing, redefining the way brands communicate with and understand their customers.