Retailers face growing pressure to prove what truly moves the needle for sales and growth as customer journeys stretch across more channels than ever before. With the right attribution methodology, brands can move from guesswork to clarity about what drives conversions. In this session, marketing analytics leaders unveil practical checklists and proven techniques to break down the strengths and trade-offs of different attribution models—empowering retail teams to optimize spend, uncover true growth drivers, and fuel data-backed decision making through