How to develop an attribution model for your brand

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Jump to:Definitions | Where to start | Essentials | Checklist | Further reading


Attribution modelling helps marketers to understand the factors that contribute towards key performance indicators. It gives an unbiased view of marketing effectiveness and helps with insights and recommendations on optimal media budget, media channel mix, campaign timing, and pricing and promotion strategies. This paper is a practical introduction to the two main branches of attribution; Econometric modelling and digital attribution. The paper discusses the steps that are taken to build an attribution model and how to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands