As event marketers come under ever more pressure to do more with less, it seems most are turning to AI to find more efficient ways of getting things done. 

Being as efficient as possible by using technology and streamlined processes should always be a priority for every event marketer. But an event marketer’s top priority should be having a clear view of what elements of their marketing are performing well, and which activities are a waste of money and time. This requires a smart and up to date use of marketing attribution. 

Otherwise, how will they know which things they should be doing more of with all the time AI is saving them? Or how will they know what to stop doing as it is damaging the commercial success of an event - even if AI can do much of it for them? How will they know where to focus their efforts to get AI to add more value and drive more revenue - rather than it just being a tool for cutting costs? 

Marketing attribution is the process of determining how marketing tactics and customer interactions contribute to sales, conversions, or other goals. It helps marketers understand which channels and messages are most effective at inspiring potential buyers to take action.

Back in June 2023 we published our first blog post on data-driven attribution modelling as it became apparent this would be an essential piece of knowledge for every marketer. 

Now with the latest AI tools and data-driven technologies, attribution modelling has firmly entered a new era, which is a true game changer for event marketers. 

Last Click Attribution, which assigns 100% of conversion credit to the final touchpoint is now ‘old school’. While simple, it doesn’t provide the full picture of a customer’s journey. 

Data-Driven Attribution (DDA) on the other hand considers how every touch point along an individual’s journey has influenced their decision to become your customer. 

Here’s why DDA matters:

👉 It assigns credit across all touchpoints in the customer journey, offering a holistic view of how marketing channels contribute to conversions.
👉 Marketers can make data-informed decisions, better allocate budgets, and uncover actionable insights into customer behaviour.
👉 It enables a shift from intuition to AI-driven precision, empowering businesses to stay competitive in a fast-moving digital world.

It’s important to bear in mind that DDA requires:

⚡ Sufficient data to train algorithms effectively.
⚡ Careful setup to minimise biases and ensure accurate tracking.
⚡ Your GA4 to be set up well - producing reports that give you accurate and reliable data.

The event marketers who make DDA a priority in 2025 will be making the smartest decisions about where to invest their time and energy - whether in manual work or using AI-enabled techniques to accelerate and amplify the tactics that are working best. 

And the starting point for getting on the DDA train is to ensure your GA4 is set up correctly. If you have any doubts at all about your GA4 set up, or you don’t know how to feed GA4 data into your DDA model - this is the gap you need to close as your #1 priority in 2025!

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Do you need help finding your way around GA4?
Would you like data-driven attribution to become a core part of your event marketing machine?
Get in touch to discuss how MPG can help.