At our September meetup Katie Sasso from the Columbus Collaboratory took us again into that most dangerous of web analytics jungles — attribution. And by “dangerous” I of course mean working on it puts you in danger of straining your back after hurling your computer out the window in frustration.
Katie walked us through a fresh approach to this topic covering how she would (and has) attacked the problem from a more scientific perspective.
From the rules-based approaches most commonly used (as in Google Analytics) to some example R code for Markov Chain attribution Katie got quickly to puncturing some of the vendor-hyped conventional wisdom. She also encouraged the audience to take the same kind of experimental approach to other common problems like A/B testing.
Katie also was the first cbuswaw speaker to create & present her slides in R Markdown (code on her github), which you will likely have more success in downloading and compiling yourself than PowerPoint.
September 21 (at the Columbus Metropolitan Library) — Market Research Exchange of Central Ohio’s fall conference.
September is Data Analytics Month at OSU, with events all month long.
See you next month for learn about using AI for call tracking.