Dataiku Demo Days Ep.2: ML-Based Marketing Attribution Models

Historically, marketing attribution has been a painstakingly manual process based on heuristic models that often turn out to be more difficult (and less effective) than necessary. And unfortunately, due to their perceived simplicity, many marketing teams turn to outdated techniques such as the last click heuristic, where all the conversion merits are attributed to the last media contact or channel the customer was exposed to. This does not adequately capture user engagement, and risks undervaluing campaigns and content that are critical to conversion. Fortunately, the significant advances in marketing AI and machine learning (ML) in recent years allow organizations to solve perennial problems in new, more efficient ways. Join us for Demo Days and in just 30 minutes we will show you how to build, deploy, monitor and optimize ML-based attribution models. Dataiku Demo Days is a series of expert-led demos on various high-value AI use cases, such as driving efficiencies in the data-to-insights process and maximizing campaign impact with AutoML. These digestible sessions are designed to help jumpstart your organizations’ data efforts and inject agility at every step of the process.