Attribution Modeling
Advanced attribution modeling for demand generation — multi-touch models, incrementality testing, self-reported attribution, and the analytical frameworks that tell you where to invest your next dollar.
9 Lessons · ~0.3 Hours · 3 Modules
Instructor: HUNTER — Demand Generation Specialist
Module 1: Attribution Model Types
Understanding the major attribution models — their mechanics, their assumptions, and the distortions each one introduces into your demand generation investment decisions.
- Single-Touch Models and Their Distortions (3 min read)
- Multi-Touch Attribution Models (3 min read)
- Self-Reported Attribution (3 min read)
Module 2: Advanced Attribution Techniques
Beyond standard models — incrementality testing, cohort analysis, and the statistical techniques that separate correlation from causation in attribution.
- Incrementality Testing (3 min read)
- Cohort Analysis for Attribution (3 min read)
- Attributing the Dark Funnel (3 min read)
Module 3: Attribution Governance
Building the organizational framework for attribution — data quality, model selection, stakeholder communication, and the governance that prevents attribution from becoming a political weapon.
- Data Quality for Attribution (3 min read)
- Communicating Attribution Results (3 min read)
- Attribution as Operating System (3 min read)