Many cannabis marketers struggle to connect the dots between their advertising efforts and sales. The truth is customers rarely convert after seeing just one ad. Instead, they engage with multiple touchpoints on their buyer’s journey — CTV, Digital Out-of-Home (DOOH), Display, Google Search, SEO, and more—before making a purchase. Yet, most businesses still rely on outdated last-click attribution, which only credits the final interaction and ignores the role of brand awareness and the halo effect.

In this webinar, we’ll break it all down in simple terms. You’ll learn what an attribution model is, why it matters, and how to assign value across different marketing channels properly. No more guessing which ads are working—this session will help you measure and optimize your marketing for real results.

Key Topics Covered:

• Understanding the Halo Effect – how brand awareness drives conversions across all channels.
• Types of attribution models: Last-Click, Linear, Time Decay, Position-Based, and Data-Driven.
• How to assign weights to each media channel, from CTV and DOOH to Display, Native, and Paid Search.
• Simple steps to set up an MTA model without getting lost in complex data.

Meet Your Expert:

Joining us is Alexander Morrise, PhD, Head of Graph Data Science and AI at building Louie.ai, who has helped countless businesses move beyond spray and pray advertising to data-backed decision-making. With years of experience in programmatic advertising and analytics, Jake and Alexander will provide real-world examples to help you grasp the power of attribution.

What You’ll Walk Away With:

• A clear understanding of how customers engage with your ads across different platforms.
• The ability to identify and leverage assist channels—even if they don’t drive immediate conversions.
• A framework for measuring the real impact of your cannabis marketing investments and adjusting spend accordingly
• Confidence in using attribution models to improve decision-making and increase revenue.

This session is designed for all business owners and marketers who want to stop wasting money on ineffective ads and start making informed, data-driven decisions. No technical expertise required—just a willingness to learn how modern marketing works.

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