Exogenous attribution modelling will combine the insights of digital attribution approaches with the methods of machine learning, plus classic market mix modelling, in order to account for exogenous factors to digital marketing, such as above the line marketing. These new models will evaluate the contribution of offline, generic and brand search to the final purchase. To achieve Metageni data scientists will leverage both new signals and new modelling approaches. The idea is that within a digital path to conversion analysis, variations in timing, geography, devices and social sentiment can be leveraged to model exogenous factors, external to the digital path analysis, such as TV campaigns. The aim would be to create an experimental validation for modelling based on these factors, and to avoid the ambiguity of 'multi touch' models, providing a definitive ROI attribution solution at the campaign and ad level.