228: The Machine Learning Reality Check: When AI Makes Sense for Marketing Attribution with Lew Dawson of Momentum Consulting
The Data Stack Show
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Navigating Customer Lifetime Value and Marketing Attribution
This chapter explores the intricacies of customer lifetime value and the role of machine learning in marketing attribution, highlighting the significant investments required for implementation. It emphasizes the need for sufficient data, skilled personnel, and stable business models, while also reflecting on the practical challenges of using advanced analytics techniques. The discussion includes the importance of simplicity in analytics, the difficulties of measuring various marketing channels, and the necessity of effective data management for successful campaign strategies.
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