Abstract: Within the field of advertising, multi-touch attribution (MTA) is the process of assigning credit at a unique identifier level to marketing activities for their contribution towards driving a desired marketing result. This invention discloses a data-driven attribution solution and optimization process for improving marketing return on investment by enabling greater speed and agility in responding to continually changing media performance. Specifically, this invention details a survival analysis based approach to attribution using parametric accelerated failure time (AFT) modeling which accommodates both the right-censored discrete time events and is well suited for media data.