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Abstract:
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Long gone are the days when organizations rely on a single channel to get their messages across. Today, with the ever-expanding set of ways to reach audiences, many find themselves faced with new challenges in measuring the effectiveness of their communication tactics and quantifying the ROI of their expenditure, especially down to the channel level. Some are attempted to give credit to the channel in which the target event happened, even if they were previously exposed to other channels. Others favor the channel of first interaction. This presentation advocates the industry best practice of fractional attribution and introduces the concepts of campaign, channel and global control groups as well as channel weights in the process. It aims to equip applied statisticians with the necessary knowledge and techniques to develop a robust and accurate algorithm that can help organizations tackle the problem of multi-channel attribution with certainty and confidence.
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