Data-Driven Attribution

Still allocating budget based on last-click attribution? You're almost certainly over-crediting some channels and starving others, because rules-based models like last click, first click, or time decay don't measure the actual value each touchpoint adds to a customer journey. Data-driven attribution while not perfect, does a much better job. And until now it's been locked behind expensive analytics platforms.

We build data-driven attribution models using Shapley values (the same machine learning approach Google has used) and Markov chains. We run it right inside Excel so you own it completely. Feed in your raw data from BigQuery or any data warehouse, and the model analyzes full customer journeys to assign credit based on each touchpoint's incremental contribution. The output updates on a rolling window you control, comparing last-click numbers side by side with data-driven results so you can see exactly where your current model is misleading you. Display getting ten times less credit than it deserves? Paid search getting too much? You'll know.

See it in action

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Fill out the short form and let's talk about what data-driven attribution would look like for your business. It's a quick conversation that could change where every marketing dollar goes.