In the world of digital marketing and data analytics, two key methods used to understand the effectiveness of marketing efforts are Attribution Modeling and Marketing Mix Modeling (MMM). As a beginner data analyst, you may come across these terms frequently, but understanding the nuances and applications of each can be challenging. In this blog post, we’ll break down both concepts, highlight their differences, and explain when and how they are used. What is Attribution Modeling? Attribution modeling is a method used in digital marketing to assign credit to different marketing touchpoints that a consumer interacts with on their journey toward a conversion. In simpler terms, it helps marketers understand which channels, ads, or campaigns should be credited for driving a sale or a lead. Types of Attribution Models: There are various types of attribution models, each with a unique way of distributing credit. The most widespread are the following: First-Touch At...
The Problem of Shared Devices in Identity Resolution for Customer Data Platforms Understanding customer behavior is paramount for businesses striving to provide personalized experiences in the digital era. Customer Data Platforms (CDPs) play a critical role in this by aggregating data from various sources to create comprehensive customer profiles. However, one significant challenge that arises in this process is identity resolution, especially when dealing with shared devices. Unfortunately, many businesses recognise this problem quite late during the implementation problem, or even worse just after the go live. It can be then far more costly to address it, so better be aware about the cause, implications and possible solutions right at the start. That is why this blog post tries to give the first insight into the problem connected to common identity resolution process. The Complexity of Identity Resolution for Customer Data Platforms (CDPs) Customer Data Platforms are sophistica...