The next generation attribution algorithms to be based on Neural Networks and Deep Learning are all Black Boxes and these Black Boxes are going to take over the WORLD. The current set of algorithms can be understood, comprehended and explained as to how the results where arrived at if you put in the EFFORT. Believe me, with the arrival of Deep Learning (Neural Networks) we can forget what’s under the hood. read more..
Measuring offline advertising media impact is time-consuming, expensive and possibly imprecise. Will it bias a marketing person to skew his marketing efforts towards digital just because he is not able to measure offline media?
There is a big market for data driven attribution solutions. This blog article gives an overview of the marketing attribution problem and new age algorithms that can help solve this.