Presentation: From Attribution to Contribution

Click-based attribution used to be the gold standard. Not anymore. With privacy updates, fragmented student journeys, and inconsistent data, proving marketing’s impact has never been harder—or more urgent.

This session introduced a smarter, more holistic approach to measurement that goes beyond attribution. It showed how to incorporate tools like incrementality testing and marketing mix modeling (MMM) to get a clearer picture of what’s truly driving enrollment, engagement, or donations. It also covered how to build a contribution report that helps marketing and institutional leaders align on what’s working and where to invest. The slides will help you optimize spend and improve outcomes.