Multi-Touch Attribution

capability.multi-touch-attribution ↗

Statistical modeling technique distributing conversion credit across marketing touchpoints encountered before a conversion event. Core methods: rules-based (first-touch, last-touch, linear, time-decay, position-based) and algorithmic (Markov chain, Shapley value). In composable CDP and CDW stacks, implemented as dbt pipelines over event-stream tables or via Snowflake Model Explainability for feature-level Shapley attribution within trained conversion-prediction models. In 2026, standalone MTA is a minority pattern; the practitioner norm is Unified Marketing Measurement (UMM) — MTA as one input in a hybrid system reconciled with Media Mix Modeling (MMM).