Marketing Attribution Explained.

marketing attribution

Why is attribution important?

Standard Attribution Models

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An advanced attribution model: Markov Chains

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Sample User Journey with the current state probabilities

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The removal effect of Facebook

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Snapshot of the fictitious dataset

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Snapshot of results of the Markov Model — Attributions calculated per channel.


About the Author

Talish Barmare

Talish Barmare


Ekta is a Chicago-based company providing custom technology consulting and software development services.


Chapter 1. Essentials of a Data-Informed Fraternity

The term “data-driven” is thrown around a lot. “Data-driven” very well could be the buzzword of the year, but it often has a myopic approach. Being Data-Driven is great, but being Data-informed is a wiser approach. We see many for-profit industries out there using the ‘Data-Informed’ and seeing massive success!

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