Abstract: A machine may be configured to attribute credit for a deal among items of marketing output that contributed to the deal. For example, the machine accesses deal data that describes a deal for a product or service between a provider and an entity to receive the product or service. The machine maps a deal identifier to a marketing campaign identifier based on the deal data. A marketing campaign may include items of marketing output that promote the product or service during marketing touches of the marketing campaign by one or more representatives of the entity. The machine identifies a time of a particular marketing touch and a marketing channel used to present an item of marketing output during the particular marketing touch. The machine computes a share of credit, for the deal based on the time and the marketing channel, that is attributable to the item of marketing output.