Beyond Guesswork: The Science and Practice of Algorithmic Attribution
Algorithmic Attribution (AA) is one of the latest techniques that marketers can use to evaluate and optimize the performance of their marketing channels. AA maximizes the value of each dollar spent by assisting marketers invest more effectively . Although algorithmic attribution has many advantages , not all businesses are qualified . There are many who do not have access Google Analytics 360/Premium accounts which can make algorithmic attribution feasible . The Advantages of Algorithmic Attribution Algorithmic Attribution (or Attribute Evaluation and Optimization , or AAE , for short ) is an effective , data-driven way of evaluating and optimizing channels for marketing . It aids marketers determine the channels that are most effective in driving conversions efficiently, while simultaneously optimizing their the amount of media spent across channels. Algorithmic Attribution Models can be constructed using Machine Learning (ML) and developed