Implementing Attribution
Measuring Marketing Impact
Build an attribution system that gives marketing credit where it's due and informs investment decisions.
55 minutes
4 sections
Learning Objectives
- Select the right attribution model for your business
- Implement multi-touch attribution
- Build attribution reporting
- Use attribution data for investment decisions
Chapter Sections
12.1
Attribution Models
First-touch, last-touch, linear, W-shaped, and custom.
12.2
Technical Implementation
Tracking, stitching, and data infrastructure.
12.3
Attribution Reporting
Dashboards and analysis for stakeholders.
12.4
Attribution-Informed Decisions
Using attribution data to optimize spend.
Exercises
Model Comparison
Apply three different attribution models to the same data and compare results.
Attribution Dashboard
Design an attribution dashboard for your marketing team.
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