Rethinking Marketing Measurement in the AI Era: Relationship Attribution Models (Chasefive Webinar)

BRISBANE, Australia - Rezul -- As AI-powered search, large language models (LLMs), and increasingly fragmented customer journeys reshape how people buy, traditional attribution models are becoming less effective at explaining marketing performance.

To help marketers navigate this shift, Chasefive is hosting a webinar introducing the Relationship Attribution Model, a core component of the FAPI Marketing Framework™ that provides a more coherent approach to measuring marketing effectiveness.

Webinar Details

Topic: The FAPI Marketing Framework™ & The Relationship Attribution Model
Date: Wednesday, 8 July
Time: 9:00 AM BST (London)

Traditional attribution approaches such as first-click and last-click models assign the full value of a conversion to a single interaction. While simple, these methods often fail to reflect the complex, non-linear nature of modern customer behaviour.

The Relationship Attribution Model takes a correlational approach, evaluating how marketing activities work together and contribute collectively to business outcomes over time. By recognising channel interdependencies, marketing synergies, and relationship-building effects, the model provides a more comprehensive view of performance.

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The approach is particularly relevant as organisations adapt to a privacy-first, cookieless environment and seek new ways to understand customer behaviour across multiple channels and devices.

During the webinar, attendees will learn how the Relationship Attribution Model applies correlation analysis and recursive weighting to provide a more holistic framework for measuring and forecasting return on marketing investment (ROMI).

Marketing leaders, consultants, business owners, and students interested in modern marketing measurement are invited to attend.

Register and Learn more about the FAPI Marketing Framework™ resources at https://www.chasefive.com/fapi-marketing-academy

About Chasefive
Chasefive is a marketing management consultancy and the creator of the FAPI Marketing Framework™, a structured methodology designed to help organisations improve marketing planning, measurement, and performance.