Robert Marsa


Systems and methods pertaining to attribution are provided. In some implementations, a method enables assigning accurate credit to known factors by quantifying the effects of unknown factors in influencing behavior. The method may include examining a lift of being exposed to additional advertising to quantify the effect of the additional advertising. The method may further include measuring the lift directly for the non-zero events and using extrapolation to determine a baseline for the zero event.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.