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Introduction to Marketing Attribution

Learning Objectives

Marketing Attribution

Core Attribution Models

First or Last Touch (or Interaction) Attribution

H5P: Last Touch Marketing Attribution Model

Even (Linear) Attribution

Time Decay Attribution

Advanced Attribution Models

Starter / Player / Closer / Position-based / “U” Attribution

H5P: Starter / Player / Closer / Position-based / “U” Marketing Attribution Model

Custom Attribution

Implementation and Tools

How to Build an Attribution Model

Marketing Attribution Tools

Benefits of Marketing Attribution Tools

List of Marketing Attribution Tools

Conclusion and Resources

Key Takeaways

Attribution – Discussion Questions & Additional Resources

Discussion Questions

Additional Resources

Media Attributions

In today's complex digital landscape, understanding exactly which marketing efforts drive conversions is more critical than ever. Welcome to 'Attribution,' a comprehensive course designed to demystify marketing attribution and empower you to make data-driven decisions.

In today's complex digital landscape, understanding exactly which marketing efforts drive conversions is more critical than ever. Welcome to 'Attribution,' a comprehensive course designed to demystify marketing attribution and empower you to make data-driven decisions. Whether a customer interacts with your brand through a social media ad, an email campaign, or an organic search, each touchpoint plays a vital role in their journey. But how do you assign credit to these interactions? This course dives deep into the foundations of marketing attribution, exploring both core and advanced models to give you a complete analytical toolkit. You will start by learning the basics, including First and Last Touch attribution, before moving on to Even (Linear) and Time Decay models. From there, we will explore advanced frameworks like Position-based (U-shaped) and Custom Attribution models, complete with interactive H5P exercises to solidify your understanding. Beyond theory, this course provides practical guidance on implementation. You will discover how to build your own attribution model, explore top marketing attribution tools, and understand the tangible benefits they bring to your ROI. By the end of this course, you will have the expertise to accurately track customer journeys, optimize your marketing spend, and prove the value of your campaigns. Join us to master the art and science of marketing attribution and take your analytical skills to the next level.

Attribution

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            <p>Understanding which marketing efforts actually drive conversions is a fundamental challenge for any digital strategist. Marketing attribution provides the framework necessary to assign credit to various touchpoints along a customer's journey, from the initial discovery to the final purchase. By analyzing these interactions, businesses can move beyond guesswork and gain a data-driven perspective on how different channels—such as social media, email, and search—work together to influence consumer behavior. This course begins by establishing the foundational concepts of attribution, ensuring a clear understanding of why measuring the impact of each marketing interaction is vital for optimizing budget allocation and improving overall campaign performance.</p>

<p>Throughout this curriculum, we will explore a comprehensive range of attribution models, moving from core methodologies like first-touch, last-touch, and linear attribution to more sophisticated, advanced frameworks such as time decay and position-based "U-shaped" models. Beyond theoretical understanding, the course delves into the practicalities of implementation, guiding you through the process of building an attribution model and selecting the right tools to automate and refine your analysis. By the end of these modules, you will be equipped with the knowledge to evaluate the benefits of various attribution tools and apply these insights to create a more effective, transparent, and high-performing marketing strategy.</p>
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