In Marketing Cloud Intelligence, what does 'attribution' measure?

Attribution in Marketing Cloud Intelligence specifically measures the contribution of different marketing channels in driving conversions. This concept is crucial for understanding how various marketing efforts interact and influence customer decisions throughout their journey. By evaluating attribution, marketers can identify which channels—such as social media, email marketing, or paid search—are most effective in leading to conversions, enabling them to allocate resources and optimize strategies appropriately.

Understanding attribution allows organizations to shift their focus from simply measuring sales volume or website visits to comprehensively analyzing the impact of each marketing touchpoint on the overall performance. This level of insight supports better decision-making, helping marketers to enhance the effectiveness of their campaigns and maximize ROI.