Campaign Attribution is Key to Justifying Marketing Optimism

Building a Model
To build a full customer journey attribution model requires not just the current interaction between customer and brand online, but previous interactions as well. This data, combined with inherent business knowledge, enables you to build a picture of each phase of the buying cycle and the relative role and importance of each interaction. In addition, it empowers you with long and complex sales cycles to understand and replicate the most effective and efficient funnels in the future.