AI, Machine Learning and Attribution: Practical Application in Marketing at IAG
EDITOR’S CHOICE A Research Wonks semi-exclusive, this deck is from a major brand advertiser, IAG, sharing powerful insights on how uplift modeling, with experiments, delivers greater confidence in what is working in their ad mix than propensity modeling with traditional observational methods. Willem Paling, PhD, Director, Customer & Growth Analytics at IAG, is the author […]