Is your boss pushing for more detailed analytics on the performance of your marketing and customer experience campaigns? Do you want to know which channels are working best and where you should put more of your budget? Where are the gaps? Marketing attribution has long been one of the toughest challenges for growth leaders.
Treasure Data’s Multi-Touch Attribution Agent changes that, making attribution faster, smarter, and actionable. 
Over the next few months, we’re highlighting some of the AI agents in the AI Agent Foundry to show you how you can bring AI into your organization to help you work smarter.
This month, we’re checking out the Multi-Touch Attribution Agent.
The problem on the table: attribution
Let’s talk about attribution because too often, it’s the elephant in the room. The typical B2C customer journey encompasses multiple touchpoints, including social media (organic and paid), emails, website visits, SMS, and more (the same is true for the B2B buyer journey). How do you know which touchpoints played a key role in getting a conversion?
Determining the true ROI of your campaigns and deciding how to distribute your budget across channels and journeys can take weeks of manual analysis. When you think you have it figured out, you find the numbers conflict, and you don’t get the true insights you need to make better decisions.
There are many reasons marketing attribution is hard:
- Data is fragmented and siloed in different marketing and sales systems (e.g., CRM, marketing automation platforms, Ads, BI/Analytics).
- It’s often incomplete due to ad blockers, device switching, signal loss, and the mix of online and offline interactions. 
- Privacy regulations, such as GDPR and CCPA, and users opting out of tracking, limit the ability to track online activities.
- Walled gardens like Meta and Google follow different rules and restrict log-level data.
- Deciding which attribution model to use (e.g., linear, U-shaped, and time decay) affects the results received.
The result of all these attribution challenges? 20-30% of enterprise digital marketing budgets are misallocated. 
This is where the Multi-Touch Attribution Agent can help.
Agent roll call: Meet Multi-Touch Attribution Agent
The Multi-Touch Attribution Agent generates reports that evaluate channel contribution and support attribution-driven budget optimization. In other words, it helps you understand which channels are performing best and shows you the best way to balance all your channels for better ROI.
Who is this agent for?
If you are responsible for determining marketing channel mix and showing the ROI of your programs, this agent is for you. Specifically, it helps:
- The VP/Head of Marketing, Growth, or CX who’s asking, “What can an AI agent actually do for revenue and efficiency next quarter—not in theory?”
- The VP/Head of Data/MarTech/Analytics who’s asking, “Can we trust it with sensitive customer data and stay compliant?”
- Product and Data Engineering leaders evaluating build vs. buy for AI who want to know, “How fast can we build and govern our own agents?”
Behind the curtain: How the agent works
Like all the agents in the AI Agent Foundry, you write simple, natural language queries. In this case, you ask questions like:
- “I have $500,000 in additional marketing budget. Which channels should get the investment based on attribution performance, traffic quality, and customer journey efficiency?", or
- "Which channels offer the best ROI opportunity considering attribution models, user engagement, and journey conversion rates?"
The agent analyzes journey data and engagement metrics, and delivers real-time optimization recommendations and channel performance insights across both standard and machine-learning attribution models.
It can compare standard models, such as First-Touch, Linear, U-shaped, and Last Touch, against Markov and Shapley models, showing you the top-converting paths and channel-level ROI. It can also summarize journey behavior across segments. 
Instead of weeks of manual effort, you get recommendations and insights in minutes or hours, backed by the right real-time customer data from the Diamond Record (unified, deduplicated, real-time customer data). 
How fast can you put it to work?
The Multi-Attribution Agent takes about three to four weeks to deploy on average.
One agent in the AI Agent Foundry
The Multi-Touch Attribution Agent is part of the Treasure Data AI Agent Foundry, a secure, governed way to operationalize AI with enterprise customer data. Other built-in agents include the Audience Agent, Journey Optimizer Agent, and the Deep Research Agent. 
These agents are purpose-built for specific tasks, pre-trained, and understand the required inputs to perform their work and the outputs to return. Agent output can be reviewed, edited, and instantly deployed. Customers and partners can also create their own AI Agents, tailored to address unique customer data platform (CDP) challenges.
All agents are built on the Diamond Record, Treasure Data’s foundational trusted data layer, and exist within a secure, enterprise-grade governance framework, where permissions and access control are respected. Plus, agents can call or delegate tasks to other agents, allowing you to create autonomous intelligent workflows.
The AI Agent Foundry is not a bolt-on. It’s a core component of the CDP. You gain the security, auditability, and operational oversight necessary to integrate AI into your organization and achieve tangible business outcomes.
Unlocking the power of the AI Agent Foundry
Outdated attribution models may be misallocating as much as $50 million per year for each enterprise. It’s a growth killer for companies where customer acquisition costs are already sky high. The Multi-Touch Attribution Agent can help marketers and CX leaders deliver faster, data-backed marketing decisions, but it’s just the start.
This agent is only one of a series of built-in AI Agents in the AI Agent Foundry, and the ability to create your own custom agents opens the door to incredible possibilities. The Foundry is the fastest, safest path to operational AI for customer experience. 
Learn more about putting the Multi-Touch Attribution Agent to work in your organization and how the AI Agent Foundry can work for you.
