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This tutorial shows users how to evaluate advertising response using last click attribution, experiments, marketing mix models and attribution models. By applying these methods to the same (synthetic) data set, users will learn how the methods compare. We also illustrate the data manipulation that is required to prepare typical raw advertising d…

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This tutorial shows users how to evaluate advertising response using last click attribution, experiments, marketing mix models and attribution models. By applying these methods to the same (synthetic) data set, users will learn how the methods compare. We also illustrate the data manipulation that is required to prepare typical raw advertising d…

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