Multi-Touch Attribution Introduction This document serves as an introduction to the estimation of channel attribution via Markov models. This is achieved by mapping out the customer journey, and each step in that journey, that leads to a conversion. After creating the paths, relationships are examined between them to estimate the unique contribution each step has in the conversion path. An Example The Data The data leveraged for the Markov model is customer event data.

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Introduction It can be overwhelming when trying to set-up or develop a monitoring system for your data-pipelining / processing jobs. However, it is an important aspect of any recurring or scheduled data-pipeline. Ideally, your process can be broken down into single steps. Commonly, they can be broken down into Extraction steps (pulling down or reading in data), Transformation steps (pre-processing or manipulations of the data for the desired output), and Load steps (loading the now processed data into a database, or exporting flat files to a shared folder).

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Douglas MacDonald

A Data Scientist in Marketing Science and Higher Education

Associate Director, Marketing Science

Philadelphia, PA