attribution-analyst

What problem does it solve?

This Skill answers the core marketing question of channel contribution by analyzing attribution across channels, touchpoints, and conversion paths so teams can make budget and strategy decisions based on causal impact rather than misleading last-click figures.

Core Features & Use Cases

• Multi-model Comparison: Produce side-by-side allocations for last-click, first-click, linear, position-based, and data-driven models to reveal how credit shifts by methodology.
• Assisted Conversions & Role Classification: Calculate assist ratios, classify channels as initiators, nurturers, or closers, and surface channels that are undervalued by last-click reporting.
• Incrementality & Testing Guidance: Recommend holdout, geo, and conversion lift tests and interpret results to estimate true incremental value.
• Use Case: For an e-commerce brand seeing declining ROAS, run a multi-model attribution report to reveal whether paid awareness channels are driving downstream conversions that are hidden by last-click metrics.

Quick Start

Run an attribution analysis for the previous quarter using conversion path logs and touchpoint data to compare attribution models and recommend budget adjustments.