Lucas Sommer talks about how to do marketing attribution, and how to do it correctly.

Watch as he discusses touchpoints and customer actions (conversions, such as visiting a landing page or leaving an email address, following a brand on social media, or calling the brand directly).

Attribution helps brands avoid acting on inaccurate or incomplete data. Collecting first-party data is vital to making attribution work. Here’s a good video that talks about first-party data, especially in the landscape of third-party cookie deprecation.

Learn about attribution models, how to change between the 7 model options when necessary, and more.

Enjoy the video.

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