A Deep Dive for MENA Marketers in Advanced Attribution Modeling and Multitouch Attribution

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The traditional marketing models that have served businesses for decades are fast becoming outdated. If your strategy still revolves around basic attribution models like first-touch or last-touch, you are missing the full picture. In the fast-paced and complex MENA market, it’s time to shift focus. Enter Advanced Attribution and Multitouch Attribution (MTA), the game-changing approaches that give marketers a more accurate understanding of the customer journey and its impact on conversions. Here’s why MENA marketers can’t afford to ignore these powerful tools.

Why MENA Marketers Can’t Afford to Ignore Advanced Attribution

The MENA region is rapidly embracing digital transformation, with mobile usage and social media playing pivotal roles in the customer journey. Traditional attribution models—whether first-touch, last-touch, or single-touch—fail to capture the complexity of how MENA consumers interact with brands across various touchpoints. Here’s why Multitouch Attribution (MTA) is crucial for your brand’s success in MENA:

1. Multi-Device, Multi-Platform Journey

In MENA, the path to purchase is rarely linear. Consumers transition seamlessly between platforms—social media, search engines, websites, mobile apps, and more—before making a decision. MTA is the only method capable of tracking these cross-platform behaviors, providing a comprehensive view of each touchpoint’s contribution to conversions. Without this holistic insight, you risk attributing conversions to the wrong channels or overlooking significant interactions that drove the sale.

2. The Power of Influencer-Driven Purchases

Influencer marketing is a dominant force in the MENA region. In countries like Saudi Arabia and the UAE, over 80% of consumers follow influencers, making them a key driver of purchasing decisions. Understanding the precise impact of influencers on conversion is essential for optimizing marketing spend. MTA provides a granular view of how influencers influence consumer behavior and helps brands allocate resources more effectively. (Source: Influencer Marketing Hub, 2023)

3. Cross-Border Shopping in MENA

Cross-border e-commerce is booming in MENA, with consumers frequently shopping on both regional marketplaces and global platforms. Traditional attribution models often fail to capture this cross-border journey, but MTA can track the customer’s path across different borders and show how each touchpoint—from regional ads to global e-commerce platforms—led to the final purchase. This level of insight is invaluable in a region with a diverse and dynamic retail landscape.

Advanced Attribution: The Only Way to Stay Competitive

Gone are the days when marketers could rely on a single touchpoint to determine the success of a campaign. With Multitouch Attribution (MTA), brands can distribute credit across multiple touchpoints, providing a clearer and more accurate picture of which channels, campaigns, and interactions are driving sales. Here are some of the key MTA models to consider:

Linear Model

In this model, every touchpoint receives equal credit for a conversion. This is ideal for campaigns that maintain consistent messaging across all channels, making it a good fit for broad awareness or mid-funnel campaigns.

Time-Decay Model

The Time-Decay Model assigns more credit to touchpoints closer to the final conversion. This is especially useful for industries with long sales cycles, such as real estate or luxury goods, where the final decision is influenced by multiple, prolonged interactions over time.

U-Shaped Model

The U-Shaped Model focuses on giving the first and last touchpoints the most credit, making it ideal for campaigns focused on building awareness and driving conversions. This model is particularly relevant for products or services that need both awareness-building and a strong call to action.

Custom Models

Thanks to advances in machine learning, custom attribution models can be tailored to reflect the specific ways that touchpoints influence conversions. These data-driven models are the future of marketing attribution and offer marketers a highly personalized view of their customer journeys.

Advanced Attribution: The Key to Winning in MENA

MENA is a fast-moving market where digital ad spend is increasing, and the competition is fierce. Advanced Attribution—specifically Multitouch Attribution—can provide marketers with the insights they need to optimize their ad spend and ensure the best ROI. Here’s how MTA can help you win in MENA:

1. Optimize Mobile Campaigns

With mobile-first behavior dominating in MENA (PwC Middle East, 2022), optimizing mobile campaigns is critical for success. MTA ensures that mobile touchpoints, such as mobile ads, app interactions, and social media browsing, are accounted for. This allows brands to fine-tune their mobile strategies for a more device-optimized approach.

2. Unlock the Power of Influencer Marketing

Influencer marketing continues to drive purchasing behavior in MENA, and MTA helps marketers identify which influencer partnerships are providing the best ROI. With more than 80% of consumers following influencers (Influencer Marketing Hub, 2023), MTA allows you to track the exact influence of influencer campaigns on sales, enabling you to optimize your influencer marketing strategies and budgets.

3. Master Cross-Border and Multi-Channel Marketing

As consumers in MENA move between platforms and borders, MTA ensures that all touchpoints—from local platforms to international e-commerce sites, are properly accounted for. This level of insight is essential for brands that want to capture the full picture of their customers’ behavior and optimize their cross-border marketing strategies.

Read also: The Future of Affiliate Marketing in MENA in 2025: Strategies, Trends, and Opportunities

4. Stay Ahead in a Competitive Market

With digital ad spend reaching new heights, staying ahead of the competition in MENA requires strategic optimization. MTA allows you to track and analyze performance across all touchpoints, ensuring that your campaigns are running efficiently and effectively. This level of insight will help you stay competitive, target the right audiences, and maximize returns in an increasingly crowded marketplace. (Source: Magna Global, 2023)

Take Control of Your Marketing Success with Advanced Attribution

In MENA’s fast-evolving market, relying on outdated attribution methods is no longer an option. Multitouch Attribution (MTA) provides marketers with the insights needed to understand the full customer journey, optimize strategies, and deliver a higher ROI.

Are you ready to elevate your marketing campaigns? It’s time to unlock the full potential of Advanced Attribution and ensure every touchpoint counts.

Next Steps:

1. Reassess your attribution models.
2. Integrate AI-powered insights into your strategy.
3. Start optimizing for the full customer journey.

Don’t let outdated metrics hold you back. Take your MENA marketing to the next level today, reach out for a personalized consultation and transform your ROI with Advanced Attribution.

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