Multi-touch attribution is a foundation of proper reporting and media optimisation. In the absence of e-commerce, an alternative to direct sales must be developed in order to properly value the credit of each visitor touched by media. This paper uses an automotive marketing case study to illustrate how a Markov-based approach to attribution can be applied to customer digital interactions to form a causal relationship with sales. Once the relationship between consumer digital behavioural data is combined with the brand’s media executions, media optimisation, including saturation analysis, is enabled.