The Art of Algorithmic Attribution: Unraveling Digital Marketing Success
Algorithmic Attribution, or AA , is one of the most effective strategies that marketers have to improve and evaluate the performance of each of their channels for marketing . AA lets marketers maximize their return on investment by making smarter investments with every dollar they invest . While algorithmic attribution comes with numerous advantages , not all businesses are eligible . Some organizations do not have access to Google Analytics 360/Premium accounts which allows for algorithmic attribution . The benefits of Algorithmic Attribution Algorithmic Attribution (or Attribute Evaluation and Optimization AAE, also known as AAE , as it is commonly referred to ) is a reliable approach to evaluating data and optimizing marketing channels . It helps marketers identify the channels that drive conversions and optimize media spend across channels . Algorithmic Attribution Models can be constructed using Machine Learning (ML) and trained and...