How to develop an attribution model for your brand

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

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Introduction

Attribution modelling helps marketers to understand the factors that contribute towards key performance indicators. It gives an unbiased view of marketing effectiveness and helps with insights and recommendations on optimal media budget, media channel mix, campaign timing, and pricing and promotion strategies. This paper is a practical introduction to the two main branches of attribution; Econometric modelling and digital attribution. The paper discusses the steps that are taken to build an attribution model and how to...

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