Attribution Modeling and Generative AI: Revolutionizing How We Understand Customer Journeys

In the ever-evolving landscape of digital marketing, understanding how customers interact with various touchpoints before making a purchase is crucial for optimizing marketing strategies and improving ROI. Attribution modeling has long been a cornerstone of this effort, helping marketers determine which channels and interactions are driving conversions. Now, with the advent of Generative AI (GenAI), attribution modeling is being revolutionized, offering new possibilities for more accurate, granu