Marketing attribution continues to be one of the toughest challenges facing brands today. Traditional models often fail to capture the true drivers of incremental growth, leaving executives with fragmented insights and misaligned decisions. In this webinar, we’ll introduce the Marketing Accounting Framework (MAF), a structured approach that helps unify financial rigor with modern attribution practices.

We’ll walk through a simple forecasting exercise to showcase how using last click data to build forecast can lead to misaligned expectations for business performance and how causal multipliers can help correct your forecasting accuracy.

Finally, you’ll learn how M-Squared, the industry’s first attribution marketplace, equips marketers and executives with the education, expert community, and bespoke services needed to put these practices into action. Whether you are recalibrating your measurement approach or building a roadmap for advanced attribution, this session will give you both the strategic frameworks and practical tools to move forward.