Summary

In this chapter, we explored marketing attribution. We discussed the two main families of models – heuristic and algorithmic. We then explored the most common heuristic models, what their limitations are, and why you should use algorithmic models. Finally, we delved deeper into the Shapley value and fractribution and how they can be used to calculate attribution.

You can now distinguish between the heuristic and algorithmic attribution models, explain the different types of heuristic models available, and implement the three most common algorithmic attribution models.

In the next chapter, we will look at how we can optimize media spending when we don’t have the level of granularity and detail for algorithmic attribution, with the use of media mix models.