Attribution tracking is the process of recording which touch points result in a customer visiting a website or mobile apps. Organizations track every interaction that brings a visitor to their website to properly attribute every step leading to a visit. With proper attribution, businesses can determine which marketing channels work better than others, and therefore allocate more of their marketing budget to the most effective channels.
In this context, GetYourGuide developed a solution that cleans and structures logs from different data sources, applies rules to deal with channel assignment, and finally properly weights each channel’s contribution to total revenue generated.
Thiago will go through the business and technical challenges solved and how the solution was implemented at GetYourGuide using Spark and Databricks.
Session hashtag: #SAISEnt13