Location intelligence company NinthDecimal is rolling out what it calls “the industry’s first multi-touch attribution (MTA) solution for foot traffic measurement.” The approach takes a more holistic look at different consumer touchpoints and how they impact offline store visitation.
NinthDecimal President David Staas says the company already has “200 customers running live with 500 different campaigns” and that there has been a very positive response from brands and agencies. Staas characterizes the MTA approach as “a fundamental rethinking of foot-traffic measurement.”
Next-gen location analytics. The company sees MTA as the next evolution of campaign measurement and analytics. It differs from “traditional” multi-touch approaches in its relative simplicity (quick set-up) and offline measurement capability.