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Data Analytics for Marketing
book

Data Analytics for Marketing

by Guilherme Diaz-Bérrio
May 2024
Beginner to intermediate content levelBeginner to intermediate
452 pages
11h 32m
English
Packt Publishing
Content preview from Data Analytics for Marketing

11

Multi-Touch Digital Attribution

What I cannot create, I do not understand

– Richard Feynman

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 ...

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Publisher Resources

ISBN: 9781803241609Supplemental Content