Multi Touch Attribution Modeling Services
Packages & Pricing.

Multi touch attribution modeling with Shapley and Markov methods

Multi touch attribution modeling spreads credit for a sale across every channel in the customer journey, instead of handing it all to the last click. Omeiro implements Shapley value and Markov chain models so upper-funnel content and organic touches get fair credit.

You see how a channel's value changes when you compare against last-click, which is often where budget arguments start.

Multi touch attribution modeling: data and limits

Multi touch attribution modeling needs journey-level data: a customer or visitor identifier, a timestamp, the channel of each touch and whether a conversion followed. Exports from your analytics or CRM, with paths that include non-converting visitors, are essential. Decide on the lookback window and how to treat direct visits. Data with many untracked touches limits what any model can say, and the report explains such limits plainly.

A common mistake is assuming a more complex model is automatically truer. Multi touch attribution modeling here compares Shapley and Markov results to last click, shows where they disagree and explains why, such as an upper-funnel channel that rarely closes but often starts journeys. Attribution describes credit, not proof of causation, so big budget moves are best confirmed with a holdout or incrementality test.