/dm:attribution-model

Purpose

Design and recommend a multi-touch attribution model with implementation guidance, credit distribution rules, and platform-specific configuration. Produces a complete attribution strategy tailored to the business's data maturity, sales cycle, and analytics infrastructure.

Input Required

The user must provide (or will be prompted for):

• Sales cycle length: Average number of days from first touchpoint to conversion (e.g., 7 days for e-commerce, 90+ days for B2B enterprise)
• Active marketing channels: All channels currently running — paid search, paid social, organic search, email, display, video, affiliate, direct mail, events, referral, content marketing, etc.
• Conversion types: The key conversion events being tracked — lead form, MQL, SQL, opportunity, customer, revenue, or e-commerce purchase
• Data maturity level: Current analytics sophistication — beginner (basic GA4, limited tagging), intermediate (UTM tracking, CRM integration, multi-platform), or advanced (data warehouse, CDI, unified user IDs)
• Current analytics tools: Platforms in use — GA4, HubSpot, Salesforce, Adobe Analytics, Mixpanel, custom data warehouse, or third-party attribution tools
• Touchpoint volume: Approximate monthly interactions across all channels (thousands, tens of thousands, hundreds of thousands)
• Offline touchpoints: Whether offline channels (trade shows, phone calls, direct mail, in-store visits, sales meetings) play a role in the customer journey
• Budget allocation philosophy: How budget decisions are currently made — gut feel, last-click data, blended ROAS, executive direction, or existing attribution data
• Previous attribution approach: Any existing attribution model in use and its known shortcomings or limitations