This repo exists because attribution often becomes political before it becomes analytical.
Teams usually run into the same failure modes:
- marketing wants credit for influence without showing the touch path
- finance wants explainability but only sees dashboard aggregates
- RevOps inherits model outputs without being able to audit the weighting logic
- channel debates happen after spend is already committed
dbt-multi-touch-attr was designed as a Kinetic Gain portfolio build to show how attribution can stay commercially useful without becoming a black box.
The operating principle is simple:
- normalize the touches
- show the journey
- assign the credit
- keep every step reviewable