This is like installing security cameras on all the doors of your store so you can finally see which doors customers actually use before they buy. Instead of guessing which ads or channels work, you can trace the real path people take from first touch to purchase.
Most marketers can’t clearly see which campaigns, channels, or touchpoints are truly driving revenue because data is fragmented across platforms and devices. This creates attribution blind spots, wasted ad spend, and poor budget allocation. A structured attribution setup (increasingly AI‑assisted) connects and analyzes cross-channel data so teams can measure impact more accurately and optimize spend.
Depth and cleanliness of first-party data, long-term cross-channel history, integration into existing martech stack, and proprietary attribution rules/algorithms tailored to a business’s funnel and customer journey.
Classical-ML (Scikit/XGBoost)
Structured SQL
Medium (Integration logic)
Cross-platform identity resolution and joining large volumes of event-level data without losing accuracy or violating privacy regulations.
Early Majority
Thought-leadership and strategy rather than a single tool: focuses on how to architect attribution to minimize blind spots across channels (paid, owned, earned), including multi-touch and data-driven models, instead of relying only on last-click analytics dashboards.