In our dynamically changing world, we all want not only to keep up with the times, but increasingly to “work ahead of the curve.” This is especially true in marketing and sales. Attribution assessment helps you choose the most effective conversion channels. But in the context of increasing the level of confidentiality, the introduction of restrictions on data collection and storage, experts are increasingly asking themselves: is this or that channel being evaluated correctly?

And here a new, actively developing area of “machine learning" comes to the rescue. Machine learning systems allow you to aggregate and process huge amounts of data, make forecasts, analyze the current situation and anticipate future developments.

Who will Machine Learning help in terms of attribution?
Firstly, to the heads of the sales and marketing department, and secondly, to the heads of data analysis areas. These specialists need analytical data for strategic planning, setting KPIs, and here indicators based on extensive data will be useful. The only thing that this system is not very convenient for evaluating the attribution of different channels is that they cannot be compared with each other, because a different set of algorithms and calculation models are used for data analysis. In addition, additional configuration or modification of the site will be required to meet the requirements of the system so that the data is correctly collected and taken into account.

Before you start configuring and using machine learning, you need to have data in the following areas:

• The budget of previous advertising campaigns,
• Types of channels involved/used,
• The capacity of the channels used,
• Trends in the profile market,
• Knowledge of competitors and their activity,
• User-level data.