Model lane
Attribution becomes governable when the SQL path stays visible.
The model lane shows how raw touches are normalized, windowed into journeys, and converted into final credit facts that commercial teams can actually debate with evidence.
| Layer | Artifact | Purpose |
|---|---|---|
| staging | stg_marketing_touches.sql | Normalize campaign, source, and session-quality signals into a single touchpoint contract. |
| intermediate | int_journey_windows.sql | Window and order touches so attribution models can reason about first, last, and assisted influence. |
| mart | fct_multi_touch_credit.sql | Materialize revenue credit per opportunity, channel, and model in a reviewable fact table. |