The main problem with attribution is the difficulty in accurately assigning credit to the right touchpoints, especially in complex customer journeys involving multiple channels and interactions. It’s challenging to determine the exact impact of each campaign or channel.
We believe our MMM solution—uses advanced statistical techniques that layer in four different models for increased accuracy—is the most accurate on the market. We also believe that providing insights down to the campaign level and showing how your campaigns affect other areas like branded search, organic search, and paid search offers a new understanding of your digital marketing spend.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is Google’s attribution model?
Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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