Digital analytics blog

Attribution Models

How to work in Google BigQuery using SQL.

Markov Chain Attribution Model.

April 10, 2020

Accurate attribution is crucial for marketing and business. And today we will implement the Markov Chain attribution model, using python, to evaluate the contribution of channels’ performance to overall marketing activities. Continue reading

The Shapley Value in Data-Driven Attribution.

The Shapley Value in Data-Driven Attribution: How It Works.

October 2, 2019

To accurately evaluate marketing efforts, proper attribution is crucial.These days, increasingly diverse approaches are being suggested by vendors to help advertisers in this domain gain deeper insights into how different touchpoints, channels and campaigns contribute to overall marketing outcomes. Continue reading