马尔可夫的营销归因

An edited version of this article was first published on ClickZ: Marketer’s guide to data-driven marketing attribution.

本文的编辑版本首次发布在ClickZ：基于市场营销人员的数据驱动营销归因指南中 。

Marketing attribution is a way of measuring the value of the campaigns and channels that are reaching your potential customers. The point in time when a potential customer interacts with a campaign is called a touchpoint, and a collection of touchpoints forms a buyer journey. Marketers use the results of an attribution model to understand what touchpoints have the most influence on successful buyer journeys, so that they can make more informed decisions on how to optimise investment in future marketing resources.

营销归因是一种衡量吸引潜在客户的广告系列和渠道的价值的方法。 潜在客户与广告系列互动的时间点称为接触点，接触点的集合构成了购买者的旅程。 营销人员使用归因模型的结果来了解哪些接触点对成功的购买者旅程具有最大的影响，以便他们可以就如何优化对未来营销资源的投资做出更明智的决策。

Buyer journeys are rarely straightforward and the paths to success can be long and winding. With so many touchpoints to consider it is difficult to distinguish between the true high and low impact interactions, which can result in an inaccurate division of credit and a false representation of marketing performance. This is why choosing the best attribution model for your business is so important.

买家的旅程很少是直截了当的，成功的道路可能漫长而曲折。 考虑到这么多的接触点，很难区分真正的高影响力互动和低影响力互动，这可能导致信贷分配不准确和营销绩效的错误表述。 这就是为什么为您的业务选择最佳归因模型如此重要的原因。

In this post, I provide some insight into how Cloudera has used Cloudera products to build a custom, data-driven attribution model to measure the performance of our global campaigns.

在本文中，我将提供一些有关Cloudera如何使用Cloudera产品来构建自定义，数据驱动的归因模型以衡量我们的全球活动绩效的见解。

传统模式的局限性 (Limitations of traditional models)

All attribution models have their pros and cons, but one drawback the traditional models have in common is that they are rules based. The user has to decide up front how they want the credit for sales events to be divided between the touchpoints. Traditional models include:

所有归因模型都有其优缺点，但是传统模型的一个缺点是它们都是基于规则的。 用户必须预先决定他们如何希望在接触点之间分配销售活动的功劳。 传统模型包括：

Luckily there are more sophisticated data-driven approaches that are able to capt