An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints. It adapts to changing data patterns and provides a more accurate understanding of the customer journey than previously popular models like single-touch or multi-touch attribution.
You’ll mostly find AI-driven attribution models in marketing mix or media mix model (MMM) solutions in the digital marketing space. Prescient’s dashboard is powered by advanced statistical techniques that layer in different models for increased accuracy.
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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.
What is the current common solution to the advertising attribution problem?
The current common solution involves using attribution models, like multi-touch attribution.
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