To choose the right model, you must understand which question you, your boss, or your company are trying to answer. For example, do they want to know which campaign performs best at a particular stage so they can optimize for that stage? Or do they want to represent how much pipeline or bookings marketing contributes to the business compared to other departments?
Instead of waxing poetic about a single model, we'll give examples of when a specific model makes sense and when it doesn't. But first, we need to talk about attribution as a philosophy.