Correct attribution is a tricky problem in digital advertising. Using the most common attribution method, that is ‘last click’, only the latest channel that the user clicked get attributed for conversion. This is an inefficient as it penalises the other channels that contributed to the purchase and over-awards the last clicked channel.
ML algorithms have the capability to interrelate all the times a consumer has been exposed to your marketing and determine the exact contribution of each channel in bringing the customer to conversion.