While details tend to be proprietary, MMMs are well established and lots of academic papers online. For instance https://web.archive.org/web/20120813035903/htt

While details tend to be proprietary, MMMs are well established and lots of academic papers online. For instance https://web.archive.org/web/20120813035903/http://faculty.fuqua.duke.edu/~mela/bio/papers/Ataman_Mela_Van_Heerde_2006.pdf https://web.archive.org/web/20120813035903/http://faculty.fu... High quality multi touch attribution models are still fairly new and I've not seen much public literature on the designs. We've had to spend a fair amount of time in development ourselves vs. relying on existing methods.