All you need to know about attribution models

It was august 2009 and I was invited to a meeting with Marketing managers of a multinational company. End of year was coming and all of them where working on their budgets for the next year. Each director was supposed to present their proposal and then distribute the marketing budget based on the potential revenue each area could generate for the company (paid search, SEO, TV, email marketing, etc). Each director made his presentation trying to convince all the rest that his/her area had the best potential and, hopefully, get the biggest budget. It was really interesting that each of

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