Co-marketing Attribution Playbook Skill

When to Use

• Planning measurement strategy for joint campaigns or events.
• Reconciling attribution discrepancies between partner analytics stacks.
• Preparing executive or partner reports on shared pipeline/revenue impact.

Framework

1. Taxonomy Alignment – agree on UTM structure, campaign IDs, stages, and conversion definitions.
2. Data Exchange – determine cadence, format, security requirements, and normalization rules.
3. Attribution Models – select methods (first/last/multi-touch, split attribution, weighted models) and document assumptions.
4. Governance – define owners for metric updates, dispute resolution, and audit trails.
5. Storytelling – package dashboards and narratives for stakeholders, highlighting joint impact and next steps.

Templates

• Attribution worksheet (source → partner → funnel stage → revenue).
• Data sharing checklist (fields, format, frequency, security).
• Reporting deck outline (KPIs, insights, actions).