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?