Wavemaker India: Attribution_Systems that think rationally and dynamically

Wavemaker India, a media agency network, used predictive modelling to target consumers and increase conversions across India.

The objective

The topic of attribution entered most of the marketing board rooms in 2017 where each brand or product wanting to know the impact of the sequence of digital channels & assets on their final conversions. There are many available methodologies that could have been picked to understand attribution but the major challenge in accepting these results is many folds:

  1. It is usually rules-based (First click, last click, U shaped, equal, etc.), How often do the rules change that decide your attribution? Not real-time.
  2. How do you decide the frequency of change over the course in time to capture...

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