The process of assigning a value to each touch point a consumer has with a brand in terms of its ability to contribute to the final sale of a product is…

The process you're referring to is known as "Attribution Modeling". Here are the steps involved:

1. Identify Touch Points: The first step is to identify all the possible touch points a consumer has with your brand. This could be anything from seeing an ad on social media, to visiting your website, to speaking with a sales representative.

2. Assign Value: Next, you need to assign a value to each of these touch points. This value represents how much each touch point contributes to the final sale. This can be tricky, as it's often not clear cut how much each touch point contributes. However, there are various models you can use to help with this, such as the Last Interaction model (which assigns all the value to the last touch point before the sale) or the Linear model (which assigns equal value to all touch points).

3. Analyze and Adjust: Once you've assigned values, you can analyze how effective each touch point is. If a touch point is not contributing much to the final sale, you might decide to invest less in it. Conversely, if a touch point is very effective, you might decide to invest more in it.

4. Continuous Monitoring: Attribution modeling is not a one-time process. Consumer behavior can change over time, so it's important to continuously monitor and adjust your model as needed.

Remember, the goal of attribution modeling is to understand how your marketing efforts are contributing to sales, so you can make more informed decisions about where to invest your resources.