How Cloudera uses Markov models to solve the multi-channel attribution problem. Marketer’s guide to data-driven marketing attribution.
An edited version of this article was first published on ClickZ: Marketer’s guide to data-driven marketing attribution.
Marketing attribution is a way of measuring the value of the campaigns and channels that are reaching your potential customers. The point in time when a potential customer interacts with a campaign is called a touchpoint, and a collection of touchpoints forms a buyer journey. Marketers use the results of an attribution model to understand what touchpoints have the most influence on successful buyer journeys, so that they can make more informed decisions on how to optimise investment in future marketing resources.
Buyer journeys are rarely straightforward and the paths to success can be long and winding. With so many touchpoints to consider it is difficult to distinguish between the true high and low impact interactions, which can result in an inaccurate division of credit and a false representation of marketing performance. This is why choosing the best attribution model for your business is so important.
In this post, I provide some insight into how Cloudera has used Cloudera products to build a custom, data-driven attribution model to measure the performance of our global campaigns.
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