How to do marketing attribution with Snowplow

Attribution modeling is a technique used to allocate credit for conversions to various marketing touchpoints, employing several models such as first touch, last touch, and time decay to assess the effectiveness of marketing strategies. The process involves capturing all marketing interactions and conversions to evaluate the impact of marketing expenditures across different channels over time. Criticisms of attribution models highlight their limitations, particularly in quantifying the influence of branding and distinguishing marketing-driven customer behavior. By owning and iterating on their attribution models, businesses can explicitly make assumptions, run multiple models simultaneously, and refine their analysis to gain deeper insights into user behavior and marketing efficiency. Advanced data-driven methods like Markov chain attribution and the Shapley Value offer a more nuanced understanding of channel performance, allowing for a fair division of credit based on actual contributions. Implementing these models requires capturing detailed data and visualizing it in BI tools to empower marketing teams with actionable insights.