Attribution of Marketing impact and Modeling Customer Behavior to offers.
What approaches are folks taking to Attribution Modeling? That is clarifying the impact your marketing team is “actually” having on customer behavior.
In particular I’m interested in the impact of marketing actions on customer Churn for subscriptions or memberships. When your marketing or membership team makes a move to reach out to customers, or make an offer of a discount, in your models or analysis, how do you go about attributing those changes across customers' behavior?
Answers
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tgb417 Dataiku DSS Core Designer, Dataiku DSS & SQL, Dataiku DSS ML Practitioner, Dataiku DSS Core Concepts, Neuron 2020, Neuron, Registered, Dataiku Frontrunner Awards 2021 Finalist, Neuron 2021, Neuron 2022, Frontrunner 2022 Finalist, Frontrunner 2022 Winner, Dataiku Frontrunner Awards 2021 Participant, Frontrunner 2022 Participant, Neuron 2023 Posts: 1,620 Neuron
Now that we are back from the holidays. I've got to think more about this question of attribution.
I'm really wondering what others are using to make that connection between marketing outreach and customer behaviors.
Let me know your thoughts. Either what you are doing. Or if you are having the same kinds of challanges.
Thanks in advance for the help.