Correct Attribution

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 …

Recommendation Engine – Marketing Use Case

The idea of the project is to have a recommendation system that can recommend products to customers. The product recommendation can be optimized and create new area for those product recommendations. Unlike traditional propensity model, these are more robust with larger amount of data and sophisticated algorithms which have higher penetration but harder to explain. …

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