Attribution remains a challenge in multi-channel marketing. Sorger discusses linear, time-decay, and Shapley value models to assign credit to touchpoints. For instance, a logistic regression model might predict purchase probability as: [ P(Purchase) = \frac11 + e^-(a + b_1 X_1 + b_2 X_2 + ... + b_k X_k) ] Where (X_i) are marketing activities (email, social, search). This allows marketers to shift budget toward high-ROI channels.
"Marketing Analytics: Strategic Models and Metrics" by Stephan Sorger is a comprehensive guide to marketing analytics that provides readers with a deep understanding of the strategic models and metrics used to measure marketing effectiveness. The book is a must-read for marketers, business analysts, and anyone interested in data-driven marketing. With its practical examples, case studies, and actionable advice, this book is an invaluable resource for businesses that want to stay ahead of the competition. Attribution remains a challenge in multi-channel marketing
4.5/5 stars