This guide explains how to calculate marketing campaign ROI using attribution models and unified data. It covers benefits like optimized spend, higher conversion rates, and better personalization. Common attribution models include first-touch, last-touch, linear, W-shaped, and custom multi-touch models. Success requires three phases: unifying customer and campaign data to create a single source of truth, applying AI and machine learning for insights, and fostering cross-functional collaboration between marketing, data science, and engineering. A modern data platform enables real-time analysis, better targeting, and continuous campaign optimization.

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