Ah yes, marketing attribution. If there ever were a marketing topic that we love to tout as really important but don't actually do very well (I'm certainly included in this), it would be marketing attribution. 

Over the past 12 months I have changed a lot of my views of what a good marketing attribution model looks like. I have simplified my answer, I have allowed a certain level of complexity to be optionally added if it makes sense, and I've made it so it's a LOT more actionable than the models that marketing automation vendors love to show, in my semi-humble opinion. 

If I'm wrong, please tell me.