Most teams report on one field, lead source, and call it attribution. In this Teach Me in 10, Luke Spiker (VP of Sales Operations at NetStock) shares his screen and builds a full multi-touch attribution model in Excel from scratch, in under an hour. No HockeyStack, no Bizible, no six-figure tool.
What you'll learn:
- Why last-touch reporting quietly hides what's actually filling your funnel
- How to join campaign members to opportunities in Power Query (it's mostly one join)
- The four attribution models, first, last, linear, and U-shape, and when to use each
- How U-shape splits credit 40 / 40 / 20, with a real worked example
- How to turn it into a pipeline-by-channel view you can take straight to finance
- When it actually makes sense to buy a real attribution tool, and when Excel is plenty
Oh, and Luke had AI write 90% of the formulas. So can you.