Architecting multi-touch attribution
WHAT IT TESTS: Identity stitching and credit assignment. OUTLINE: Ingest touchpoints, resolve to one identity, order into paths, apply a model; last-touch is trivial, time-decay needs the full path. RED FLAG: Ignoring cross-device identity.
WHAT IT TESTS: Whether you can build the plumbing and modeling for attribution. ANSWER OUTLINE: Pipeline: collect touchpoints per channel, resolve them to one user via identity stitching, order them into a path with timestamps, then apply a model. Last-touch needs only the final pre-conversion touch, so it is simple but discards assists. Time-decay must keep the whole ordered path and weight by recency, which is heavier to compute and tune. RED FLAG: Treating channels as independent or skipping cross-device identity resolution.
Read the original → interview
- #attribution
- #marketing-analytics
- #identity-resolution
- #data-pipeline
- #etl
Get five bites like this every day.
Tezvyn delivers a daily feed of 60-second tech bites with quizzes to lock in what you learn.