Multi Touch Attribution

Multi-touch attribution (MTA) aims to accurately determine the contribution of each advertising touchpoint to a customer's conversion, informing optimal budget allocation and advertising strategies. Recent research focuses on developing causal inference methods to address biases stemming from user preferences and confounding variables, employing techniques like graphical point processes and deep learning models to achieve unbiased attribution. These advancements improve the accuracy of conversion prediction and provide more reliable insights into the effectiveness of different advertising channels, ultimately leading to more efficient marketing campaigns.