Advanced Attribution Modeling: Moving Beyond Last-Click in a Multi-Channel Ecosystem
In today’s digital landscape, marketing success hinges on understanding how different channels influence customer journeys. Traditional last-click attribution models, once the industry standard, now fall short in capturing the nuanced contributions of multiple touchpoints across diverse channels. As organizations grapple […]
Integrating Causal Inference and Machine Learning to Uncover True Drivers in Complex Data Ecosystems
In an era where data is abundant and complexity is the norm, organizations face a critical challenge: distinguishing correlation from causation. Traditional machine learning models excel at identifying patterns and making predictions, but they often fall short when it comes […]