measurement multi-touch multivariate regression 
Hubspot
DECEMBER 13, 2019
The bottom line is — every communication plan template worth its salt should contain marketing attribution models to help measure and track ROI. Marketing attribution software comes in three broad types: Multi-touch Attribution (MTA). Last-touch: Last-touch attribution is the inverse of first-touch.
Adobe Experience Cloud Blog
MARCH 14, 2013
by Jon Miller (@jonmiller) Measuring the contribution that a given marketing program has on revenue and profits is the holy grail of marketing measurement. This blog post is all about how marketers can answer this challenging question – and build a sensible framework for measuring the effectiveness of their decisions.
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