State-Of-The-Art Approaches to Attribution in Marketing

In this piece, we start by covering the important topic of marketing attribution and how AI approaches improve upon existing techniques. Attribution is one of the key issues in marketing these days. If a customer is exposed to ads via multiple advertising channels and finally converts, how should we attribute this conversion? The answer to this question is crucial for optimal budget allocation during future advertising campaigns. One of the simplest approaches is to assign all credit to the last ad clicked before a conversion.