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How One Brand Solved the Marketing Attribution Puzzle [Video]

The headline "A Marketing Attribution Model that Works" next to a jigsaw puzzle showing a bar chart, money bag, avatar, and a pie chart representing the many data sources that go into attribution models.

How many times have you heard variations of these questions:

  • How much value did that Google Ads campaign deliver?
  • How much revenue came from organic traffic?
  • What’s the cost of sales for every marketing channel?
  • How should we allocate monthly budgets across marketing channels?

These questions landed with Martijn Hosten and Halewijn Schoonjans, digital analytics manager and digital marketing technology lead, respectively, at the multinational leisure, travel, and tourism company, TUI.

And an even more challenging one followed: How can attribution be automated and connected to every TUI advertising platform?

To find the answers, the duo set out on an attribution journey. They explained how and what they did in their presentation — How To Build a State-of-the-Art Marketing Attribution Model — at the 2024 Marketing Analytics & Data Science conference.

Watch the video above to learn how to find the answers when you get those questions, too.

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Cover image by Joseph Kalinowski/Content Marketing Institute

Content Marketing Institute Team

Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.