A Markov Chain Multi-Touch Attribution (MTA) model is the breakthrough that allows evidence-based channel investment decision making to be re-established. Sub-optimal heuristic decision making had become a default practice as the organisation’s multi-channel marketing ecosystem became more and more sophisticated.
Learn more about the project from the linked project synopsis, including how acquisition Vs retention and product-by-product drill-down and roll-up capability was built into the model. Plus, the insights this level of analysis surfaced.
Comments