Pioneering multi-channel attribution for the lack of comprehensive solutions

Last click gives all the credit to whichever channel came right before the conversion and ignores the rest of the customer journey. Lucie Šperková, a data analyst at the agency Adexpres, built her own attribution solution with her colleagues, because at the time no platform gave them data on every ad impression across the full length of the journey. In this 2016 talk she shows how the solution works and what it did for the client AXA Assistance.

You'll learn why heuristic models undervalue the channels in the middle of the journey, how a simple probabilistic model, the Shapley value and Markov models differ, and how to choose between them. Lucie walks through the data flow from Adform via Keboola and Snowflake to Tableau reports, the data cleaning and the budget reallocation. With AXA she shows how launching RTB campaigns doubled conversions at the same cost per action.