Here’s why you shouldn’t use someone else’s Attribution Model

The other day I was doing a presentation about machine learning applied to attribution models and the issues of standard attribution models: They are not based on a model that tries to represent a reality, with the higher level of certainty as possible, but on a completely discretionary decision (normally from a HIPPO, Highest Paid Person Opinion). Since they are not trying to represent the reality but to define a criteria to standarize the measurement, all the information that flows from them (Acquisition Cost, repayment period, etc) is wrong. So basically, you will be making your marketing decisions based on wrong premises. Meaning that

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Programmatic Buying behind the scene

Following the previous post about what computers can and can’t do, let’s go to the specifics. Fortunately during the last years it has become clear that Data Science has huge capabilities for changing the way we are doing business. One of those cases is programmatic buying. The programmatic platforms have completely changed the way brands invest their media budget and optimize their results. However it is really important to understand that’s behind the scenes in order to really understand what can and what can’t expect from Programmatic buying. What’s programmatic buying: Programmatic buying refers to the technology that allow investing the media budgets through real time

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