10022244Marketing Mix Modelling & Data Driven AttributionClosedCollaborative R&DInnovate UKB2B marketing is difficult to measure due to the disconnect between enquiries and sales revenue. Customer journeys are long and complex across multiple marketing / sales touchpoints, disciplines and content both online and offline. Challenges arise from increasing numbers of marketing channels, siloed data and the rise of privacy policies. Offline events also cannot be captured and not all online data is accessible resulting in an uplift that cannot be measured. Our project will allow marketers to gain foresight on how to best allocate budgets to maximise ROI and how to optimise marketing strategies day to day.