Everybody wants to know, which attribution model is the best under specific conditions. In Marek's talk, you'll learn that this is the very last question you should be asking. Are you collecting the necessary custom dimensions? Are you familiar with the campaign timeout concept? Do you know how much of your traffic is truly direct? What is your ideal lookback window length and how is it connected to the reasoning and purchasing process of your customers? The devil is in the details, as usual. This presentation will teach you how to prioritize basic and advanced topics regarding attribution modelling and to successfully build a reliable internal solution for your business.
Marek is an ex-CMO, Full-Stack Data Scientist and Co-Founder of Ecommerce-Academy.cz, which provides internal E-commerce solutions for companies as well as educates professionals in the field. His main areas of interest contain data-driven attribution, customer lifetime value and product analytics. Marek is also a passionate pianist since the age of 4. Being the laureate of national competitions as a teenager, he still actively competes at international top-amateur level, preferring the music of Fryderyk Chopin to anything else.