ak:mta™ uses a Multi-Touch Attribution Model that calculates and understands the effectiveness of different marketing efforts throughout the purchase funnel. It is an alternative to the standard Last Touch Attribution Model (LTAM), which only credits an action to the last ad touched and ignores upstream activities such as branding and social marketing.

More specifically, ak:mta is a data neutral model that:

• Pivots off the user, looks at all upstream events, and distributes the value based on the correlation between conversions and ad events.
• Can be customized at the vertical or advertiser level.
• Measures the complete funnel and pin points value throughout to give brands and social the credit they deserve (as opposed to LTAM, which favors search, ad networks, and spammers).

What You Get

What	Why It's Important
Features
MTA analytics and insights	Offers a comparison of MTA vs. LTAM
MTA kick-off evaluation	Examine the needs and establish goals
Tag management	Single marketing container on page controlled by you and accessible via the UI
Base training	Three base training sessions so you can take full advantage of the powerful AK Dashboard
Data collection and distribution	Maintain control over distribution and collection of data
Self-service UI, set up, and white label	Makes it easier to get started
Reporting
Five standard reports	Campaign Dashboard, Best/Worst Performers, Big Movers (by placement, creative and audience), Conversion Funnel Analysis, and ROAS Analysis); others available upon request
Best-of-Breed
Last click, first click, first touch	One of many touch points included in attribution analysis; also used to systematically baseline MTA against LTA
Position-based	Level of credit applied to touch point's position relative to conversion; configurable
Recency/memory	Yes, configurable
Custom modeling	All modeling options are exposed via configuration settings and metadata abstractions
Multi-site attribution	Analysis of interactions across different sites
Multi-devices	Ability to model across different devices (e.g., smartphones, tablets)
Multi-activities	Ability to model multiple types of activities (e.g., locate a dealer, request a quote) and multiple types of touch points (e.g., rich media engagement, search click, display click)
Multi-channels	Tracks multiple channels, including paid search, natural search (SEO), online display ads, email, affiliate marketing, social media, comparison shopping engines, website interactions, and direct
Offline channels	Tracks any channels with actionable ad impression and conversion data
Many data sources	Ad server, DSP/trading desk, search marketing platform, web analytics, CRM/customer data, and econometric data
Many ways to collect primary data	Event tracking tags, API integration, custom data transfers (e.g., feed)
Multiple integrations	Ad server, DSP/trading desk, search marketing platform, web analytics, in-store POS systems, call center, CRM/customer data, and econometric data; any system with a transaction log that can be mapped to a recognized unique user key (e.g., social, email)
Many types of stored attributes	Audience, by source, by campaign, creative, size, placement, messaging, keyword, data/time stamp, time on site, recency, frequency, profit, product, customer segment, and any data attribute defined by our customer
Multiple ways to obtain data	Can obtain data in real time or batch

For more information about AK products, contact an AK sales representative.