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.

KEY TAKEAWAYS

  • 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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