Below The Fold

Turns out, attribution modelling is crazy complicated. You've got first touch, last touch, linear, time decay, U shaped, W shaped, and many more. Several algorithms could go into each one, like gradient boosting, FTRL, neural networks, game theory and logistic regression. Your head will be spinning if you try and do it on your own. Mikel Chertudi understands very well how complicated it can be. He breaks it down for us. Listen up!