Marketing Attribution – data from the trenches – Medium

It's no secret that marketing today relies heavily on data analytics and data science. Endless applications have been wildly studied and successfully applied in this regard, ranging from customer segmentation and targeting to building recommender systems and predicting churn. In this blogpost, we are going to address yet another interesting application of data science in marketing, which is marketing attribution. Unlike the above examples, marketing attribution unfortunately still lacks a rigorous data-driven approach, and it is largely addressed nowadays through rigid business rules. The content of this blogpost will be very technical at times.