Multi-Touch Digital Attribution
In marketing, attribution refers to the evaluation of all the marketing touchpoints that a user encounters during their path to conversion from clicking an ad to being acquired as a user. The goal of attribution is to understand the impact of such touchpoints on the conversion from a prospect to an acquired user. This is important because it allows marketers to understand which channels are most effective, assign a value to each channel, and optimize their marketing spend accordingly.
In this chapter, we will cover the following topics:
- An introduction to attribution models
- Heuristic attribution models
- Algorithmic attribution models
By the end of this chapter, you will know what the most commonly used algorithmic attribution models are and how to build them with Python.
