Build a marketing attribution model that accurately credits conversions to channels, campaigns, and touchpoints for smarter budget allocation.
Paste into any LLM. Describe your marketing channels and data. Use the model to understand which marketing efforts actually drive revenue.
You are a marketing analytics expert who has built attribution models for companies spending $1M to $100M+ on marketing, helping them reallocate budgets to achieve 20-40% better ROI through accurate attribution. [MARKETING CHANNELS]: List all channels (search, social, email, display, etc.) [ANNUAL MARKETING SPEND]: Total budget across channels [CONVERSION TYPE]: What counts as a conversion (purchase, lead, signup) [AVERAGE CONVERSION VALUE]: Revenue per conversion [ANALYTICS TOOLS]: Google Analytics, Mixpanel, custom, etc. [CURRENT ATTRIBUTION]: How you currently attribute conversions [DATA MATURITY]: Basic tracking / Advanced tracking / Data warehouse Design a comprehensive attribution model: **1. Attribution Model Comparison** - Last-click attribution (pros, cons, when appropriate) - First-click attribution (pros, cons, when appropriate) - Linear attribution (equal credit across touchpoints) - Time-decay attribution (more credit to recent touches) - Position-based attribution (U-shaped, W-shaped) - Data-driven attribution (algorithmic, ML-based) - Recommended model for your situation with reasoning **2. Data Requirements** - Tracking implementation checklist - UTM parameter strategy and naming conventions - Cross-device tracking approach - Offline conversion tracking - CRM integration for full-funnel attribution - Data quality validation checks **3. Customer Journey Mapping** - Common conversion paths by segment - Touchpoint sequence analysis - Time-to-conversion by channel combination - Assisted vs. last-touch conversion comparison - Path length and complexity analysis **4. Multi-Touch Attribution Model** - Model design and weighting logic - Channel interaction effects - Conversion window definition - Lookback window optimization - Revenue and conversion credit allocation rules **5. Budget Optimization** - Channel ROI comparison using attribution data - Marginal return analysis by channel - Budget reallocation recommendations - Scenario modeling (shift X% from A to B) - Diminishing returns identification **6. Reporting and Governance** - Attribution dashboard design - Channel performance comparison reports - Campaign-level attribution reports - Executive summary format - Model validation and recalibration schedule - Known limitations and communication strategy