A Marketer's Playbook to Master Attribution Modeling

April 2012

Just because you're making sales doesn't mean you know what's working. This playbook helps marketers dig deeper into their plans to see which tactics are worth their weight and which ones are just weighing them down.

With marketing attribution modeling, you can assign value to all of the factors that contributed to a sale. When done well, it can help you to make better decisions about the future.
Your measurement resolution for 2021: Get a grip on incrementality