Amy NiMulti-touch Attribution (MTA) 02 — Algorithmic MethodsI outlined various multi-touch attribution methods in my prior article. Within this spectrum, algorithmic multi-touch attribution models…Apr 7Apr 7
Amy NiMulti-touch Attribution (MTA) 01 — Definition and Basic MethodsMTA is a marketing effectiveness measurement technique that considers all touchpoints on the consumer journey and assigns fractional…Mar 18Mar 18
Amy NiMarket Mix Model (MMM) -05 Effects and TransformationIn both the business domain and model structuring, there are two critical effects that marketers and coders must consider: Carryover…Feb 26Feb 26
Amy NiMarket Mix Model (MMM) -04 Bayesian MethodsAs discussed in previous discussions (Market Mix Model (MMM)-03 Techniques), explaining traditional Market Mix Model (MMM) results from a…Feb 25Feb 25
Amy NiMarket Mix Model (MMM)-03 TechniquesMany statistical techniques can be employed to train Market Mix Models (MMM). Below are a couple of widely used methods in large companies:Feb 21Feb 21
Amy NiMarket Mix Model (MMM) - 02 DataAs Market Mix Modeling (MMM) is primarily employed in the marketing domain, it follows that the model’s inputs and outputs are also…Feb 20Feb 20
Amy NiMarket Mix Model (MMM) - 01 OverviewMarket Mix Modeling (MMM) is a widely used technique in the marketing domain, particularly in retail, technology, and consulting service…Feb 20Feb 20
