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Advanced Analytics Applied to Marketing Attribution
Abstract: Marketing budgets have never been so high. Companies spend money to have enough visibility but also to make sure that client acquisition will support the organisation's growth and ambition.
In the meantime, through the digitalisation of the industry, the number of channels and consumer touch-points has increased dramatically.
Therefore, it is key to quickly identify the most efficient channels to know which horse to bet on (so to speak).
Through the use of probabilistic models, we will discuss how you can improve your marketing budget allocation and make data-driven decisions which will impact your business.
