What the episode covers
We will learn about models like multi-touch, lift studies, time decay, and more. We talk about Data Science for Marketing Attribution.
Put simply, marketing attribution is the analytical science of determining which marketing tactics are contributing to sales or conversions. And then there is a Data Science twist to this.
Ivan refers to measuring 2.0 (M2) Measuring 2.0 – Streaming measurements; this episode discusses the source which is used for Marketing Attribution.