Credit where credit is due: The perils of marketing attribution
One of the hottest topics in analytics is marketing attribution. Attribution, for those unfamiliar, is the process of assigning credit to various marketing efforts when a sale is generated. In the modern world, this is no easy task. There are myriad ways to touch a customer today and the goal of attribution is to tease out the impact that each touch had in convincing you to make a purchase.
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