Alimama Tech
Dec 8, 2021 · Big Data
Marketing Channel Attribution Models and Conversion Effectiveness Evaluation
Effective marketing budget allocation relies on robust channel attribution models that combine dimensions, metrics, and segmentation with rule‑based or data‑driven (Shapley) credit assignment across defined attribution windows, enabling multi‑touch analysis, conversion‑time insights, and ROI‑focused channel performance evaluation.
Big DataROIShapley value
0 likes · 16 min read