https://doi.org/10.65770/QPHC9342
ABSTRACT
Revenue attribution conflicts represent one of the most persistent challenges in professional services marketing, especially in highly regulated environments such as legal, healthcare, financial consulting, and engineering firms. The complexity of multi-touch client journeys, data silos, and compliance restrictions under frameworks like GDPR and HIPAA often leads to fragmented visibility across sales and marketing channels. This review examines predictive marketing frameworks that integrate data-driven modeling, probabilistic attribution, and advanced analytics to resolve revenue attribution disputes while maintaining regulatory compliance. It explores the role of AI-driven customer journey analytics, Bayesian inference models, and machine learning–based multi-channel attribution in improving transparency and accountability between business development, marketing, and finance teams. The paper also discusses governance and explainability layers required to ensure auditability and ethical model deployment within regulated sectors. Emphasis is placed on predictive insights for performance forecasting, customer lifetime value estimation, and marketing ROI optimization. By synthesizing current literature and industry practices, this review proposes an integrative framework aligning predictive analytics, data governance, and compliance-aware marketing operations. Ultimately, the study highlights how predictive marketing systems can transform professional services firms into agile, data-empowered organizations that resolve attribution disputes while ensuring strategic, ethical, and regulatory alignment.
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