A brief guide to marketing data attribution models

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That’s why, at Zapier, we use attribution to understand how customer actions result in certain business outcomes. Attribution is a way for us to see how much each of our activities — across marketing, product, support, and more — is influencing the customer journey. It gives us a holistic view of how each touchpoint — from a blog post to an email to…

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