Attribution is about crediting touchpoints in customer interactions with their impact in the sale process, hence the core element of performance marketing. But today, the choice of the model is often driven by believe and guessing, rather than data and analytics. This explains why to date we find basic models, like last-click or last-non-direct. In this deep dive, Alwin will analyze the different models seen in practice, how they perform in different contexts, what are their core ideas (from statistics, game theory, marketing science and machine learning) and what are their pros & cons. Finally, you will learn how to turn descriptive attribution into successful predictive usage.