A Friendly Introduction to Data-Driven Marketing for Business Leaders

Introduction

Marketing attribution has been around for many years, and as the number of available advertising channels continues to shift and expand, so do the strategies employed by teams to leverage those channels.

In this blog post, I want to dive deep specifically into using machine learning models as opposed to heuristic models for marketing attribution across digital channels. Hopefully, the post can teach you what it means to use data science for marketing attribution, as well as how this can make the difference in scaling efforts to reach customers with more customized targeting whether in B2C or B2B.

Data Science in Marketing Attribution

Marketing attribution is the process of measuring campaign effectiveness by quantifying the influence those campaigns have on the desired outcome (e.g., starting a free trial, making a purchase, etc.). By understanding which channels or what content leads to a higher conversion rate to these desired outcomes, marketing teams can better optimize spend and messaging.

Today, Machine Learning and Artificial Intelligence allow marketing teams to go far beyond the methods of attribution introduced in the previous decade. For example, they can build ideal…