Which of your marketing channels are most effective? Which campaigns deliver the best ROI? Where should you invest more?

Developing a marketing attribution model to answer questions like these can be a challenge for even the most seasoned marketers. The machine learning marketing attribution solution from Aptitive uses a combination of data science and data architecture to design an attribution solution based on your data and your goals. This solution will enable you to:

  • Identify the best marketing channels based on your definition of success.
  • Provide deeper insights into channel attribution than many standard reporting tools can.
  • Measure individual campaign effectiveness and the impact to the bottom line.
  • Understand your customers’ interactions and help you deliver a more personalized experience.
  • Optimize your marketing budget and maximize marketing ROI.

With a machine learning marketing attribution solution, you’ll get:


Creation of a custom data science-driven attribution model to accurately identify your top and bottom marketing channels in terms of ROI


Integration and centralization of multiple data sources to fully track customers along their journey, provide a single view of a customer, and improve reporting


Marketing optimizations based on the number, sources, and types of customer interactions from past performance

What We’ll Do:

Conduct stakeholder interviews to understand current methods and factors.

Identify different customer touchpoints and possible conversion events.

Integrate multiple data sources to track customers along their journeys and obtain a single view of a customer.

Assign weights to marketing channels based on conversion events using advanced data science modeling techniques and Markov chains.

Identify the optimal attribution model based on the client needs.

What You’ll Get:

A machine learning model that produces more accurate channel attribution as well as recommendations for the next best action for each lead

Automated recommendations on the next most profitable customer interventions (at the customer level)

Clear insight into which touch points were most impactful in driving a customer to make a purchase

The ability to identify the most and least profitable marketing channels

A better understanding of the customer journey – from acquisition to various purchases

Insight on where to spend marketing budget

A flexible data structure that will provide additional analytical insights


Our tech-agnostic approach means that we can build a machine learning marketing attribution solution with the leading cloud platforms, data management, and data science technologies.

Here are some of the technologies our team will use to build the right solution for your organization.


  • Dataiku
  • H20
  • Python
  • R
  • Spark
  • AWS Sagemaker
  • Azure IoT Edge
  • Azure ML
  • Databricks


  • Tableau
  • Looker
  • Sigma
  • Power BI


  • Azure (SQL Server, Azure DW, Azure SQL, Azure Data Lake Store)
  • AWS (Redshift, Athena, Lake Formation)
  • Google Cloud (BigQuery)
  • Snowflake (multi-cloud)
  • Databricks (multi-cloud)

Get Started Today