Marketing Analytics Path · Mission 27 of 30Master

Multi-touch attribution — last-click vs first-click vs linear

Build three attribution models in parallel CTEs and surface them side-by-side per channel so Marketing and Finance can argue on the same data.

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The Brief

You'll practice

Window functions on CTEAttributionParallel CTEs
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All 30 missions in Marketing Analytics Path ↓
  1. 1. Welcome — preview the customer table
  2. 2. What campaigns are running?
  3. 3. How many emails did we send?
  4. 4. Where are our customers?
  5. 5. What are people buying?
  6. 6. Count unique customers
  7. 7. Which coupon is pulling its weight?
  8. 8. How many customers never bought anything?
  9. 9. Which channel gets the best open rate?
  10. 10. How many customers are repeat buyers?
  11. 11. Which campaign drove the most revenue?
  12. 12. Which campaign has the best ROI?
  13. 13. Top 5 customers by spend
  14. 14. Revenue by state
  15. 15. What's our average order value per campaign?
  16. 16. Is our email actually working?
  17. 17. Clean up the traffic sources
  18. 18. Normalize the gender mess
  19. 19. How many organic purchases are we getting?
  20. 20. How many customers opened zero emails?
  21. 21. Something's off with our numbers
  22. 22. Fix the product category mess
  23. 23. Customers buying across categories
  24. 24. Total refund impact
  25. 25. The full campaign scorecard
  26. 26. Repeat-purchase cohort retention
  27. 27. Multi-touch attribution — last-click vs first-click vs linear
  28. 28. LTV decomposition by acquisition channel
  29. 29. Send fatigue — engagement decay by send rank
  30. 30. Marketing year-end capstone — board KPI summary