Until last Thursday, I had an idea of what would this week’s post was going to be about. However, on Friday, it all changed. I saw the internal presentation of Attribution IQ and I changed my mind. I know there are a few series I have not finished, but I think this is more important. But do not worry, I will resume my other series soon. Let’s dive into Attribution IQ! Attribution modelling According to the Wikipedia, […] attribution is the identification of a set of user actions (“events” or “touchpoints”) that contribute in some manner to a desired outcome, and then the assignment of a value to each of these events. The main goal is to fine tune marketing spend, increasing the budget of those campaigns that drive more conversion and reducing it for those other campaigns attracting less customers or even stop useless campaigns.