Yes. We all know. We all have seen the message that Google is changing the default attribution model from Last Non-Direct Click to Data Driven starting this week in GA4. And people are losing their minds. And I am unsure why. Most people have not been using GA4 long enough, even if this would be …
The New Normal – Data Driven Attribution (DDA) in GA4 Read More »
This, as most things do, seemed like a very funny way to think about what we may expect in 2022. Or, as I say, ‘Smells Like Data Science’. I feel like this is the year that companies are going to embrace machine learning (ML) and artificial intelligence (AI). Especially with privacy changes and the eventual …
Attribution – Yup. A word that has been around, in marketing terms, we’ll say conservatively for a bit over a decade. I think I may have become jaded by this topic (surprise, surprise), as I feel it has (d)evolved over the years to become a defensive tactic rather than a strategic toolset. But there is …
Attribution Well, isn’t that a loaded word. It’s been around for way over a decade. But, still, so few people understand it. It has morphed into a ‘defense of channels.’ But as much as it has morphed and ‘evolved’, I realize every day that people have as little understanding of attribution as they did in …
Here is the answer of how algorithms and models relate to each other, straight from the words of a data scientist. I know it’s very confusing as often “machine learning algorithm” is used interchangeably with “machine learning model”. ButMachine learning algorithms are procedures that are implemented in code and are run on data.Machine learning models …
