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Attribution assigns every dollar of technology spend to the part of the business that caused it, a product, a team, a customer segment, a cost centre. Allocation answers how to split a number, attribution answers what caused it, and that cause is what budgets, goals and unit economics are measured against. An attribution model is a tree. The root holds total spend for the selected sources, each node beneath it holds the spend attributed to that part of the business, and anything not yet attributed sits in an Unattributed node.

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Model types

OPTIMAZE has two kinds of model, chosen from the Attribution Models menu. Large organisations can break parts of the Financial Operating Model into sub-models, each owned and edited separately and linked back to a node on the parent. See Edit and publish a model.
Attribution Models menu showing the Financial Operating Model and Ad-hoc Models groups

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Read the attribution view

Open Attribution from the sidebar. Each node shows its spend for the selected date range and a trend line. Select more on a node to expand its children, or the node menu for node actions. Use the controls at the bottom of the canvas to zoom, lock the layout, recentre, expand and go full screen. The minimap shows where you are in a large model.
Attribution view with the model toolbar, Surfaces, Coverage and a model with an Unattributed node

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Coverage

Coverage is the proportion of spend in the selected sources that has been attributed to named nodes. Spend that has not been attributed appears in the Unattributed node. To raise coverage, add nodes that capture the unattributed spend, or use showbacks to distribute it across existing nodes. Unit economics and goals are only as reliable as the attribution beneath them, so aim to close the gap before reporting on them.

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Next steps

Edit and publish a model

Work in a draft, use Atlas or the manual editor, then publish.

Showbacks

Distribute shared or unattributed cost across nodes.