AI, Machine Learning and Attribution: Practical Application in Marketing at IAG

Companies Featured: IAG


A Research Wonks semi-exclusive, this is a major brand advertiser, IAG, sharing insights on how uplift modeling, with experiments, not propensity modeling with traditional observational methods, delivers greater confidence in what is working in their ad mix.

Willem Paling, PhD, Director, Customer & Growth Analytics at IAG, is the author of the material. He agreed to let Research Wonks share it here.

For further details, read our short blog post on the presentation.