State-of-art advanced technologies for attribution

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Abdur14
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Joined: Thu Jan 02, 2025 6:48 am

State-of-art advanced technologies for attribution

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Rubén Bastón, director of Marketing4eCommerce, was in charge of welcoming all the participants, and after that we started the day with a very interesting and introductory presentation on the topic of attribution: the technologies that you absolutely must know, with Alex Masip , Head of Data at Labelium Spain.

Alex began his presentation by reminding us that the last click model is still the most widely used model, even though in recent years numerous alternatives have appeared that attempt to more accurately reflect the reality of the conversion process.



Something that happens with models aimed at germany business email database omnichannel businesses, and especially with data-driven models: it is the algorithm that tells us how much each channel contributes to the conversion. In this environment, Masip highlighted the Shapley and Markov models, analyzing their indications and differences in the vision of attribution. Of course, these models, based on game theory , have their defects, such as opacity, which requires, in Alex's words, a "leap of faith" to believe in the results offered. In addition, Alex reviewed the application of machine learning to attribution models, and the paradigm shift it represents in this entire process.

Finally, Masip took some time to explain how the implementation of this type of attribution model works in practice, from planning the type of data to be collected at the time of model activation.
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