Marketing Attribution

Multi-channel marketing and sales data analyzed with causal AI to assign accurate attribution scores.

Business impact

• Marketing ROI — Improves allocation of marketing budget to channels that drive highest returns
• Revenue impact — Enables identification of campaigns that directly contribute to sales growth

Data requirements

• Multi-channel marketing data (Structured) — Aggregates campaign performance across digital, broadcast, social, and direct channels
• Sales data (Numeric) — Links marketing actions to actual revenue outcomes for causal analysis
• Customer interaction logs (Text) — Tracks touchpoints and sequences in customer journeys for attribution modeling

AI methods and techniques

• Predictive AI — Models cause-effect relationships to forecast marketing channel impact on sales
• Symbolic AI — Applies causal inference and graph neural networks to determine attribution weights

AI models and model families

Alembic Causal AI platform, GPT-4o, Llama