An attribution model is a framework for analysing which touchpoints – or marketing channels – receive credit for a conversion. Marketing departments have been tracking and monitoring their advertising and promotions spend trying to establish the lead source, an ROI or sales pipeline for decades. What is new, is the use of AI and machine learning (ML) to deliver a more precise and reliable attribution model. This leads to an attribution model in which the model is continuously trained, giving organisations the added assurance that their marketing investment decisions are based on current information – including the impacts of living through a pandemic.