40% uplift in customer journey transparency via MTA:

A Markov Chain Multi-Touch Attribution (MTA)  model is the breakthrough that allows evidence-based channel investment decision making to be re-established. Sub-optimal heuristic decision making had become a default practice as the organisation’s multi-channel marketing ecosystem became more and more sophisticated.

Learn more about the project from the linked project synopsis, including how acquisition Vs retention and product-by-product drill-down and roll-up capability was built into the model. Plus, the insights this level of analysis surfaced.

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