Attribution Masterdoc
What This Resource Contains
The Attribution Masterdoc is a comprehensive collection of articles, models, tools, books, and podcasts covering all aspects of marketing attribution. Created and maintained by Barbara Galiza and Timo Dechau, this living document serves as a centralized hub for attribution knowledge across different methodologies and approaches.
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What's Included
The masterdoc covers seven key areas of attribution and measurement:
Marketing Mix Modeling (MMM)
Articles explaining MMM fundamentals, open-source tools like Google's LightweightMMM and Meta's Robyn, technical tutorials, and research studies on advanced modeling techniques.
Multi-Touch Attribution (MTA)
Guides on implementing click-based attribution systems, handling privacy challenges, cross-device tracking complexities, and building custom attribution models using platforms like Google Analytics 4.
UTMs and Naming Conventions
Best practices for campaign tracking, standardized parameter structures, and approaches to improve data consistency across marketing teams.
Server-Side Tracking
Technical resources for implementing server-side measurement solutions to address cookie deprecation and privacy regulations.
Incrementality Testing
Methods for measuring true incremental lift from marketing campaigns, experimental design frameworks, and organizational strategies for building a testing culture.
Alternative Measurement Forms
Approaches for measuring difficult-to-attribute channels like brand campaigns, influencer marketing, and offline advertising.
Attribution Strategy
Frameworks for developing comprehensive measurement strategies that combine multiple methodologies and align with business objectives.
Key Benefits
Centralized Knowledge Base
Access curated resources from industry experts across all major attribution methodologies in one location.
Multiple Skill Levels
Content ranges from beginner-friendly introductions to advanced technical implementations and research papers.
Practical Implementation
Includes actionable tutorials, open-source tools, and real-world case studies rather than just theoretical concepts.
Current and Evolving
Regular updates reflect the latest developments in privacy-first measurement, new tools, and industry best practices.
Expert Curation
Resources are selected and organized by recognized attribution specialists with deep industry experience.
How to Use This Resource
Identify Your Needs
Start with the section most relevant to your current attribution challenges or knowledge gaps.
Follow Learning Paths
Progress from introductory articles to more advanced technical resources within each category.
Implement Tools
Access open-source models and platforms referenced throughout the document for hands-on experience.
Stay Updated
Bookmark the resource for regular reference as it's continuously updated with new content and insights.
Who This Is For
This resource is valuable for marketing analysts, data scientists, marketing managers, and executives who need to understand, implement, or evaluate attribution strategies. Content spans from executive-level frameworks to technical implementation guides, making it useful across different roles and technical skill levels.
The Masterdoc is particularly helpful for teams transitioning between attribution methodologies, evaluating measurement approaches, or building comprehensive attribution strategies that combine multiple techniques.