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Today’s organizations are challenged to gain insight into most productive marketing and sales actions across multiple channels they use. Doing this requires multi-channel marketing attribution approach.
Facing this topic I have made a personal research, and realize a synthesis, which has helped me to clarify some ideas. The attached presentation does not intend to be exhaustive on the subject, but could perhaps bring you some useful insights: http://www.decideo.fr/bruley/docs/6___mkg_attribution_v0.ppt
To go further you can look at the Teradata Aster Marketing attribution solution: