Marketing attribution
Marketing attribution is the practice of assigning credit for conversions to the marketing touchpoints that influenced them, so paid and organic spend can be judged by real contribution rather than last click. It combines rules-based models, multi-touch modeling, and incrementality experiments to give operators a defensible view of which channels actually move revenue.
In more detail
Most teams still default to last-click, which typically misassigns forty to sixty percent of credit. Serious operators triangulate: a multi-touch model in the warehouse, a marketing mix model for paid-heavy channels, and periodic holdout tests to validate both. The output is a single view of channel contribution that finance, marketing, and the CEO agree on.
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