Rules-Based Attribution Models Are Made to Be Broken

by Jay Marwaha

Love it or hate it, the political establishment has been thoroughly shaken up by President Trump’s total disregard for rules and protocols. While they may have some legitimate purposes in the realm of policy, when it comes to data analytics, rules are a knock-off version of truly, data-driven models.

Rules-based attribution models give you rudimentary insights into your multichannel marketing mix. They’re also labor-intensive, costly and rigid as they depend on a user to constantly push out new rules. It’s like placing a kitten in a glass jar. I know, bonsai kittens aren’t a real thing, but you get the idea. No matter how well the jar is designed, it would never be able to accommodate a breathing, growing creature.

Innovative companies looking for a truly comprehensive view of all touchpoints, from first to last, have discovered algorithmic attribution. These models are agile and manage the complexity of customer behaviors for you. They also get smarter as they process more and more data, and deliver the next best content to consumers.

The difference in capabilities is enormous because your data is always growing and changing. You already automate most of your marketing processes… are you doing the same for attribution models? Tweet at me and let me know what you think.

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Tags:   Analytics

Jay Marwaha

Founder and CEO of Syntasa

Jay is the Founder and CEO of Syntasa (a Marketing AI Platform loved by Marketers, Data Scientists, and Data Engineers). For the past 12 years, he has been a successful entrepreneur, having started two high-growth companies. Jay also has over 20 years of professional experience in the field of analytics, data science, performance measurement & management, and strategic planning, having worked at several organizations, including American Express, TARP Inc. and Viant Corporation.