The Importance of a Hybrid Approach to Forecasting

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At the retail company I was working for, essentially we had an attribution model and then applied lift tests on top of that. So we switched off spend on some of our paid channels across particular regions. And from the learnings of that, we could see that the efficiency of channels was different to how the attribution model was reporting about them. That's not something that a marketer can use every week to report their numbers. But it's a cool space to like learn and at the moment there is no way you can have one without the other anymore.

Multi-touch attribution is like fat free cheese: it sounds like a great idea, it seems like technology would have made it amazing and delicious by now, and, yet, the reality is incredibly unsatisfying. Since we’ve recently covered how browsers are making the analyst’s lot in life more difficult, and since multi-touch attribution is affected by those changes, we figured it was high time to revisit the topic. It’s something we’ve covered before (twice, actually). But interest in the topic has not diminished, while a claim could be made that reality has gone from being merely a cold dishrag to the face to being a bucket of ice over the head. We sat down with Priscilla Cheung to hash out the topic. No fat free cheese was consumed during the making of the episode. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.