The History of Attribution

It is probably not a good idea to start out a post about the history of attribution modeling with a story about myself but when you are old enough to be part of history…

Early in my career I worked in the Customer and Marketing Information Center for a midsize regional bank in the US. One of my quarterly tasks was to compare the amount of revenue claimed by each of the marketing campaigns run during the quarter with the amount of revenue posted in our quarterly earnings report.

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