How do the hyperparameters affect your attribution model and how do you choose which ones to tune?

In our previous blog, we introduce how we use attention mechanism for marketing attribution to relate different positions of a sequence of touch points. However, the performance of the model can depend on the selection of hyperparameters.

In this blog, we explain how we use Azure Machine Learning to select the best model in order to have an accurate representation of marketing performance.

Let’s start!

What is hyperparameter tuning?

In machine learning, hyperparameter optimization or tuning is the problem of choosing a set of optimal hyperparameters for…

Marketing attribution is a way of measuring the value of the campaigns and channels that are reaching your potential customers. The point in time when a customer interacts with a channel is called a touchpoint, and a collection of touch points forms a user journey. Users journeys can be long with many touch points that makes it difficult to understand the true high and low impact of each interaction, which can result in an inaccurate division of credit and a false representation of marketing performance.

To overcome this problem, we introduce an attention mechanism for marketing attribution to relate different…

Andrea Rosales

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