From Attribution Chaos to +18.8% More Leads: How Generali Cracked Cross-Channel Optimization with AI

Attribution is broken. GA4, Meta, TikTok, Gads and analytics/MTA dashboards all tell you different stories.

Generali Austria decided to stop guessing. By building a digital-first attribution model and pairing it with AI-driven budget automation, they unlocked +18.8% more leads without spending more.

In this session, you’ll learn how to:

• Cut through the attribution dilemma with an actionable regression-based approach.
• Activate your first-party data across walled gardens in a fully compliant way, no pixel/no cookies.
• Use AI to automatically shift budgets toward what truly drives incremental growth.

 We’ll share the data setup, process changes, stack architecture, and the results Generali achieved so you can bring the same playbook back to your own organization.