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A marketer’s guide to attribution analysis | A MarTech® workshop

On-Demand - $249

Attribution: The single greatest pain point for many marketers and a promised land never reached by many marketing technology vendors. Despite thousands of martech companies, relatively few provide the kind of analytics necessary to do attribution analysis properly.

What if you could accomplish attribution analysis with tools you already have? What if you could know the value of your marketing based on data you've already collected? It's possible.

In this on-demand workshop, AI and analytics practitioner Christopher Penn, co-founder of, will walk you through the A-Z of attribution analysis. You'll learn why attribution analysis is important, why it's broken, what kinds of attribution models exist, and how to get started with 5 different kinds of models.

Plus, you'll get to try some hands-on model construction and see demos of what's state of the art in attribution modeling today.

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These immersive, half-day MarTech workshops are designed to equip you with actionable tactics and address your specific questions.

On-demand recordings will be available until Monday, May 17.

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Christopher Penn

About Christopher Penn

Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A recognized thought leader, best-selling author, and keynote speaker, he has shaped five key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and artificial intelligence/machine learning in marketing. As co-founder and Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development.

Mr. Penn is a 2020, three-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer, and co-host of the award-winning Marketing Over Coffee marketing podcast. Prior to co-founding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software, and public relations industries. His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald's, and many others.

Mr. Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.