Attribution model beyond last-click

Project Description

Last-click gives all the credit to brand search, which is obviously wrong and yet drives our budget decisions. We want a data-driven attribution model over our touchpoint data — Markov or Shapley, argue for one — and a comparison against last-click so the difference is visible and arguable. We are not expecting truth. We are expecting a defensible second opinion that changes how we allocate. About 18 months of touchpoint data, roughly 40 million rows.

Skills Required