Author

Malcolm Lightbody
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Principal Product Manager, Customer Intelligence

Malcolm has over 20 years experience working with organizations to help them unlock value in their customer data. He strives towards the goal of democratizing analytics, and believes that these capabilities should be open to all. He is currently responsible for applied analytics solutions in our Customer Intelligence 360 offering.

Advanced Analytics | Analytics | Artificial Intelligence | Customer Intelligence | Machine Learning
Malcolm Lightbody 0
Algorithmic marketing attribution and conversion journey analysis [Part 2]

In Part 1 of this blog posting series, we discussed our current viewpoints on marketing attribution and conversion journey analysis in 2017. We concluded on a cliffhanger, and would like to return to our question of which attribution measurement method should we ultimately focus on. As with all difficult questions