Unraveling the Mystery of Attribution Models

The ability for marketers to show how their efforts drive revenue for their organizations has fueled a bewildering number of different attribution models. First touch, last touch, sourced, U-shape, W-shape—all terms that are readily bandied about but not always specifically defined.

Tish Millsap will teach you about not only each of these model types but also how and when to use them. This will be a vendor-agnostic presentation that will teach the fundamental principles of attribution methodologies, applicable to most of the advanced attribution tools on the market.

In this session, you’ll learn:

• How to understand the different types of models
• Ways to define the who, what, and when of each model type
• The ability to identify the key technical infrastructure pieces that need to be in place to support most advanced attribution tools