Algorithmic Attribution Modelling - Ola Ottosson & Sebastian Ånerud, Avaus

Attribution modelling – understanding how each channel or piece of communication contributes to conversions, revenue and profitability – becomes increasingly important as marketing evolves and becomes more complex. Using an algorithmic approach increases measurability, removes the human factor and helps marketers understand the efficiency of their marketing efforts.


  • What makes attribution so important?
  • How can advanced analytics be applied to better reflect the true driving factors in attribution?
  • What is the benefit of building your own models vs off-the shelf?

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