Attribution Modeling and Multi-Channel Marketing
This video introduces viewers to Attribution Modeling, including Markov, Hidden Markov, and Survival Modeling. All of these methods attempt to quantify the importance of each touch-point in the customer’s journey towards purchase.
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"Multi-Touch Attribution: Approaches and the Tradeoffs (And Fallacies) Therein" - Tim Wilson / USA
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Google Ads Attribution Models Explained and Attribution Reports in Google Analytics
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