An effective marketing attribution model must draw on multiple data integration sources. Essentially, marketing attribution is the crediting of conversions with respect to the various touchpoints involved in the customer's journey. This has, in the past, mostly been on the basis of last-click attribution, which credits only the last ad interaction that appeared before the conversion took place. This falls short of giving credit to influencing touchpoints. A solid model unites the data of disparate systems like CRM, website analytics, and marketing automation. After the personalisation of these data, we can employ advanced attribution models such as multi-touch or fractional attribution. These models distribute conversion credit for the entire touchpoint either by some predefined rules or weighted contributions. In short, this approach will arm you with a broader understanding of the interaction of marketing channels and its effect on customer behaviour and maximise the overall ROI.