The Math Behind Multi-touch Attribution

Xuhui Shao, CTO of Turn, recently attended the Association of Computing Machinery’s (ACM) annual Knowledge Discovery and Data-mining (KDD’11) conference last week in San Diego where he presented a research paper on data-driven attribution modeling. In today’s ClickZ article, “The Math Behind Multi-touch Attribution,” Xuhui talks about his KDD presentation, explores why interpretive models (which are used for attribution) are so different from predictive models and dives into the math behind the attribution model. Because we think that the correct attribution model is essential for creating a healthy digital advertising ecosystem, we decided to make our research results public and present it at an academic conference. To learn more about data-driven attribution modeling, download the white paper here.