Multi-Touch Attribution Using Adobe Analytics Data Feeds and R

Follow @trevorwithdata One of the hottest topics in the digital marketing space has always been marketing attribution. If you’re unfamiliar with this problem space, (I’d be surprised, but) there are lots of excellent explanations out there including this one. In a nutshell, companies have a lot of marketing outlets – search, display ads, social networks, email, […]

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Visitor Level Aggregations Using R and Adobe Analytics Data Feeds

Follow @trevorwithdata Visitor level aggregations (or as I like to call them, “visitor rollups”) are one of the most useful and meaningful things you can do with an Adobe Analytics data feed.  If you ever want to do cluster analysis to find interesting marketing segments, propensity modeling to find likely converters, or product affinity analysis for cross […]

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