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?