How does multi-touch attribution modeling differ between Bing Ads and Convertro's attribution platform?

Multi-touch attribution modeling aims to assign credit to different touchpoints (interactions) in a customer's journey towards a conversion. Here's how it differs between Bing Ads (Microsoft Advertising) and Convertro's attribution platform:

**Bing Ads (Microsoft Advertising)**:
1. **Attribution Models**: Bing Ads provides several standard attribution models such as Last Click, First Click, Linear, Time Decay, and Position Based.
2. **Scope**: Attribution in Bing Ads typically focuses on assigning credit to interactions within the Bing Ads ecosystem, including clicks and impressions across search and display campaigns.
3. **Integration**: Attribution models in Bing Ads integrate with its own reporting tools, allowing advertisers to analyze and optimize campaign performance based on attributed conversions.
4. **Customization**: While Bing Ads offers a range of attribution models, the customization options might be more limited compared to specialized attribution platforms like Convertro.

**Convertro's Attribution Platform**:
1. **Attribution Models**: Convertro offers advanced attribution models beyond standard options, often including custom models tailored to specific business needs.
2. **Scope**: Convertro's platform integrates data across multiple advertising channels (not just Bing Ads) and offline touchpoints, providing a holistic view of the customer journey.
3. **Granularity**: It provides granular insights into each touchpoint's contribution to conversions, considering interactions across digital and offline channels.
4. **Integration**: Convertro's platform integrates with various data sources and marketing platforms, allowing for comprehensive attribution analysis and optimization.
5. **Advanced Analytics**: Convertro often includes features like machine learning algorithms and predictive analytics to enhance attribution accuracy and campaign optimization.

**Key Differences**:
- **Focus**: Bing Ads' attribution models are primarily focused on interactions within its own advertising ecosystem (search and display ads within Microsoft Advertising).
- **Scope**: Convertro's platform offers broader attribution across multiple channels (search, display, social, offline), providing a more comprehensive view of the customer journey.
- **Customization and Advanced Features**: Convertro typically offers more customization options and advanced analytical capabilities compared to Bing Ads, making it suitable for complex multi-channel attribution needs.

**Use Cases**:
- **Bing Ads**: Use for attribution within the Microsoft Advertising ecosystem to optimize ad campaigns and budget allocation based on standard attribution models.
- **Convertro**: Ideal for organizations needing advanced attribution across diverse channels, enabling more accurate insights into campaign effectiveness and customer behavior.

In summary, while both Bing Ads and Convertro offer multi-touch attribution modeling, their differences lie in scope, customization, and integration capabilities. Bing Ads provides attribution primarily within its own ecosystem, whereas Convertro offers a broader, more customizable approach across multiple channels and touchpoints, catering to more complex attribution needs.