Marketing Attribution Warehouse

Problem

With customers touching many channels before converting, single-touch attribution over- or under-credits individual campaigns.

Solution

A marketing attribution warehouse and pipeline supporting multi-touch attribution, giving a fairer view of which channels actually drive conversions.

Overview

A customer might see an ad, click an email, then search your brand before finally converting. Last-click attribution credits only the search — completely erasing the ad and email that actually built the intent.

How it works

This project models a marketing attribution warehouse that tracks every touchpoint in a customer’s path to conversion and applies multi-touch attribution logic, splitting credit across channels instead of handing it all to the last click.

Result

A fairer, more accurate picture of which channels actually drive conversions — which changes budget decisions, not just reporting.