---
title: "Mapp Intelligence: Data Driven Attribution"
slug: "intelligence-data-driven-attribution"
updated: 2025-03-14T09:44:40Z
published: 2025-03-14T09:44:40Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Mapp Intelligence: Data Driven Attribution

**28 January 2025** We’re releasing a new attribution model as part of our AI Assistant package to help you pinpoint exactly how you reached your goals! This model works by automatically analyzing historical journeys and utilizing Shapley Values. This ensures accurate attribution that reflects each channel's role in achieving targets like new newsletter subscriptions or increased in-store purchases.

## Key Benefits

Our Data-Driven Attribution (DDA) uses Shapley values to distribute credit for conversions across channels. These values are created and assigned based on how and when a channel contributes to a goal. It provides balanced and data-backed attribution, which helps you know exactly how to allocate your marketing budget to get the most out of your money.

## How does it work?

You can activate DDA by[configuring your goals](/v1/docs/customer-journey-and-attribution) in Q3 and selecting **Alternative Attribution**. This is not available for use as the default attribution model.

After attribution is activated, we start collecting data from customer journeys and can calculate a Shapley value for each channel. Shapely values are an approach to calculating a participant’s contribution to a coalition. In this case, the participant is a channel in a customer journey.

Each channel is also assigned a position in the journey, which is used to calculate the final attribution. These values are used to divvy up credit, ensuring fair distribution across all channels involved in a new customer journey and considering their unique roles and positions. You'll receive [smart notifications](/v1/docs/smart-notifications) showing the contributions of each channel to your goal. Please see [our guide here](/v1/docs/attribution-multiple-assignment-models) for more information.

We use data from the last 90 days in our calculations and attributions. A new channel initially gets an equal share.

## Availability

This feature was released on January 28th, 2025, and is available as part of our [AI Assistant package](https://mapp.com/mapp-ai-assistant/) and will be enabled for existing users automatically. Please contact us if you would like to know more!

The legacy configuration interface for Mapp Intelligence.

## Related

- [Attribution: Multiple Assignment Models](/attribution-multiple-assignment-models.md)