displayName
Multi-Touch Attribution Calibration
workflowKind
governance
triggerType
scheduled
typicalCadence
monthly
complexity
cross-team
description
Calibrates multi-touch attribution models for accuracy and actionability —
comparing rule-based models against data-driven algorithmic attribution,
conducting path analysis to understand common conversion journeys, running
incrementality holdout tests to validate model outputs, reconciling
attribution credit with actual channel performance changes, adjusting model
weights based on cross-channel interaction effects, and documenting model
limitations and confidence intervals for stakeholder consumption. Produces
attribution model comparison reports, incrementality test results, and model
calibration recommendations. Excludes attribution platform implementation
and data integration.