Machine learning isn’t a model, it’s a field of study that’s under the umbrella of artificial intelligence. Researchers in this field develop and study algorithms that leverage statistics—like those that power Prescient’s MMM. These algorithms enable systems to learn from data, identify patterns, and make decisions with minimal human intervention. It’s used in various applications including predictive analytics and complex decision-making. Models, specifically training models, are used to train these algorithms. So, while models are used in machine learning, machine learning is not a type of model.
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An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
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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