Multi-Touch Attribution Setup

The Attribution Challenge

Marketing measurement has historically relied on last-click attribution, crediting the final touchpoint before conversion with 100% of the value. This approach systematically undervalues brand awareness channels, early-funnel content, and customer nurture activities. Organizations optimizing for last-click metrics inadvertently defund effective marketing programs while over-investing in channels that simply capture existing demand.

Multi-touch attribution solves this problem by distributing conversion credit across all touchpoints in the customer journey. However, implementing effective attribution requires more than adopting a different calculation method; it demands robust data infrastructure, cross-channel tracking capabilities, and analytical frameworks that match business reality.

Attribution Model Implementation

My attribution services begin with understanding your customer journey and marketing mix. I analyze conversion paths to identify key touchpoints, assess data availability across channels, and design attribution models aligned with business objectives. Implementation includes:

• Cross-channel tracking with consistent user identification
• Marketing automation and CRM integration for offline conversion data
• UTM parameter standardization for campaign tracking
• Multiple attribution model configuration (first-touch, linear, time-decay, etc.)
• Data-driven attribution using machine learning when sufficient data exists
• Position-based models that emphasize specific journey stages
• Custom business rules for industry-specific attribution logic

Data Infrastructure Requirements

Effective attribution depends on complete, accurate customer journey data. I help organizations build the necessary data infrastructure, including advertising platform API connections, server-side tracking for walled gardens, and data warehouses that unify siloed marketing data. BigQuery and similar platforms enable the flexible analysis required for sophisticated attribution modeling.

Customer Journey Analysis

Attribution models provide quantitative channel contribution metrics, but understanding why customers convert requires qualitative journey analysis. I develop customer path reports that visualize common conversion sequences, identify high-value touchpoint combinations, and surface opportunities for journey optimization. These insights inform both marketing strategy and attribution model refinement.

Budget Optimization Framework

The ultimate goal of attribution modeling is smarter marketing investment. I help organizations translate attribution insights into actionable budget allocation recommendations. This includes developing channel contribution metrics that account for attribution model uncertainty, building scenario planning tools for budget reallocation testing, and creating guardrails that prevent over-optimization based on model artifacts.

Executive Communication

Attribution models can be complex to explain, creating adoption challenges with stakeholders accustomed to simpler metrics. I develop custom reporting and visualization that communicates attribution insights clearly to executive audiences. This includes comparative reporting that shows attribution differences across models, trend analysis that tracks channel contribution over time, and ROI calculations that connect attribution to business outcomes.

Seattle-Based Attribution Expertise

My experience working with Technical Engagement Measurement teams in Seattle's technology sector has provided deep exposure to sophisticated attribution methodologies at enterprise scale. I bring this expertise to organizations seeking to professionalize their marketing measurement, whether implementing attribution for the first time or evolving existing capabilities.