As marketing in Life Sciences, MedTech, and Biotech grows more sophisticated, the challenge of demonstrating return on investment becomes more pressing, and more complicated.
Attribution modelling offers a way to navigate this complexity, helping you track which marketing touchpoints truly drive engagement and conversions.
This article breaks down what attribution modelling can do for you, from understanding the customer journey and identifying your most effective channels, to optimising your content strategy and tracking campaign performance over long sales cycles. It also covers the different attribution models: like first-touch, last-touch, and multi-touch, and how to choose the one that fits your goals and customer journeys best.
Plus, it highlights the marketing systems you need to gather accurate data, and the emerging role of tools and AI in making attribution modelling even more insightful.
Whether you’re already working with multiple touchpoints or you’re just starting to think about tracking ROI, this article provides a clear framework for how to get started, and what to watch out for.
Read the full article for practical tips and a closer look at the models and systems that can turn your data into real marketing insights:
Attribution modelling: Measure ROI and make data-driven decisions
